To Rune Glifberg, the foundation of skateboarding is artistic expression. Unlike other sports, it’s about challenging yourself, not an opponent. In the first chapter, he talks about his three heroes, people who inspired him to delve deeper into skateboarding during his teenage years. They weren't the greatest technical talents, but they all had their own original expression on a skateboard. Today, Glifberg has developed his own model for unleashing artistic expression – by embracing repetition, fostering an open culture, tricking the brain, and combining tricks.