Behind the first door, we learn how knowledge can be turned into money: Michael and Claudio from the start-up Zigmund present their idea of displaying personalised content in online shops. An example: Customer X searches for a new toothbrush in the online shop. The shop plays out the customer's exact expectations and tailors the product description to their requirements. Michael studied business psychology at the SRH University of Applied Sciences in Heidelberg: "Our motivation was to bring psychology and business together," he reports. He can put the knowledge and practical experience from his studies to good use. "We turn knowledge into money." The dialogue with the other start-ups at the Gründer-Institut, whether in the corridors or in the kitchen, is particularly important to both founders: "That's how the ecosystem starts to flourish." Aha, our minds definitely have a sense of community, we realise.