This episode features Verónica Fuerte, founder and creative directress of Hey, a Barcelona-based design studio she has been building for more than 18 years. We cover topics such as becoming a creative professional, studio culture and work routines, hiring and developing young designers, financial sustainability, growth through small disciplined steps, navigating long-term challenges, perfectionism, defining success on your own terms, leadership in the age of AI, craft and art direction, and her experience as a woman founder in the design industry.