diff --git a/README.md b/README.md
index 63003a0..0bdd037 100644
--- a/README.md
+++ b/README.md
@@ -6,74 +6,163 @@
 
 </div>
 
-# Why?
+# Why? 🤷‍♀️
 
 Our house is untidy. 
 There is clutter 
-(`objects` that don't belong in a particular room/surface) 
+(`objects` that don't belong 
+in a particular room/surface) 
 _everywhere_. 
-It's _exhausting_. 
-And it's deeply negative.
+It's both mentally and physically _exhausting_
+and deeply negative
+to both adults 
+and _especially_ children. 😢
 
+We need to resolve this as our _highest_ priority
+because it affects us every day.
 
-## _Many_ People Have this Problem
+## _Many_ People Have Are Affected? 💭
+
+If you come from a home 
+where everything has a place
+and is always perfectly tidy,
+count yourself _exceptionally_ lucky!
+This is _not_ the "norm".
 
 Many `people` have this problem ...
 
 ![cluttered-house](https://github.com/dwyl/home/assets/194400/8b598f6d-da01-4607-a83f-28b3bddb0f78)
 Image credit: 
-[clutterfreenow.com/blog/decluttering/cluttered-house-the-worst](https://clutterfreenow.com/blog/decluttering/question-is-my-cluttered-house-the-worst-youve-seen/)
+[clutterfreenow.com/blog/decluttering/cluttered-house-the-worst](https://clutterfreenow.com/blog/decluttering/question-is-my-cluttered-house-the-worst-youve-seen/) <br />
 Plenty more examples:
-[google.com/search?q=clutter&tbm=isch](https://www.google.com/search?q=clutter&tbm=isch)
+[google.com/search?q=clutter&tbm=isch](https://www.google.com/search?q=clutter&tbm=isch) <br />
+Just looking at these images triggers anxiety for me ... 😬 <br />
+If you feel the same way, read on! 
+
+[Marie Kondo](https://en.wikipedia.org/wiki/Marie_Kondo)
+wouldn't _need_ 
+to write 
+"_The **Life Changing Magic** of **Tidying Up**_" - 
+the NYT Bestseller that has **sold** more than 
+[**9 Million Copies**](https://github.com/dwyl/home/issues/256#issuecomment-1742853750) -
+if this wasn't a _widespread_ issue.
+
+## Hoarders? 🙈
+
+At the extreme, 
+accumulation of `objects` cluttering 
+people's homes is called 
+[hoarding disorder](https://en.wikipedia.org/wiki/Hoarding_disorder).
+It is estimated that around **2% – 6%** of the population 
+suffers from it:
+[iocdf.org/about-hoarding/who-gets-hoarding-disorder](https://hoarding.iocdf.org/about-hoarding/who-gets-hoarding-disorder/)
+If these estimates are correct it's tens of millions of `people`.
 
-# What?
+If we can build a _simple_ App 
+that can help both the hoarders
+and their long-suffering family,
+we can **_significantly_ improve millions of lives**.
 
-A micro app with a _single_ goal: 
-help you declutter, tidy & organize your physical environment
-thus unlocking your "best life".
+# What? ✨
 
+A micro app with a **_simple_ goal**: 
+help you **declutter, tidy & organize** 
+your **_physical_ environment**
+so you can start living your "***best life***".
 
-# When?
+
+# When? ⏳
 
 We want to build this mini app 
 so we can _use_ it internally `ASAP`.
 
+# Who? 👥
 
-# Who?
-
-For now, `tiny` is exclusively for use 
+For now, `tiny` is used 
 by the `people` living/working
 [`@home`](https://github.com/dwyl/home/issues/256).
 
 But if we can refine the features/functionality,
 we will encourage others to use it.
 
-## Market?
 
-If you come from a home where everything has a place
-and is always perfectly tidy,
-count yourself _exceptionally_ lucky!
-This is _not_ the "norm".
-If it was, 
+# How? 💻
 
-[Marie Kondo](https://en.wikipedia.org/wiki/Marie_Kondo)
-wouldn't have _needed_ 
-to write an NYT Bestseller
-"_The Life Changing Magic of Tidying Up_"
-which has sold more than 
-[**9 Million Copies**](https://github.com/dwyl/home/issues/256#issuecomment-1742853750). 
+Try it: 
 
-# How?
 
-Try it: 
 
+## Run it ⬇️
+
+1. Clone the repo:
+
+```sh
+git clone git@github.com:dwyl/tidy.git && cd tidy
+```
+
+2. Install the dependencies and create the database:
+
+```sh
+source .env_sample
+mix setup
+```
+
+3. Run the app:
+
+```sh
+mix s
+```
+
+# TODO: add screenshot!
+
+
+## Build It! 👷‍♀️
+
+The creation of this mini-app is _fully_ documented in:
+[dwyl/book/tidy/](https://dwyl.github.io/book/tidy/)
+
+
+## Feedback! 🙏
+
+Your feedback is very much encouraged/welcome! 💬<br />
+If you find the repo interesting/useful, please ⭐ on GitHub. <br />
+And if you have any questions,
+please open an issue:
+[app-mvp/issues](https://github.com/dwyl/app-mvp/issues) ❓
+<br />
+
+
+## Contributing 👩‍💻
+
+All contributions 
+from typo fixes
+to feature requests
+are always welcome! 🙌
 
-## Run it
+Please start by: <br />
+a. **Star** the repo on GitHub 
+  so you have a "bookmark" you can return to. ⭐ <br />
+b. **Fork** the repo 
+  so you have a copy you can "hack" on. 🍴 <br />
+c. **Clone** the repo to your `localhost` 
+  and run it! (see below) 👩‍💻 <br />
 
 
+For more detail,
+please see:
+[dwyl/**contributing**](https://github.com/dwyl/contributing)
 
-## Build It!
+### More Features? 🔔
 
+Please note that our goal with this MVP
+is _not_ to have _all_ the features; 
+again, it's _deliberately_  simple.<br />
+We will be adding _lots_ more features
+to the _full_
+[**App**](https://github.com/dwyl/app). <br />
+If you have feature ideas, that's great! 🎉 <br />
+Please _share_ them: 
+[**app/issues**](https://github.com/dwyl/app/issues)
 
 
 
@@ -81,8 +170,8 @@ Try it:
 <sup>1</sup>**`Tidy`** is our
 [**Working title**](https://en.wikipedia.org/wiki/Working_title) 
 for this mini App
-so we can discuss it internally. 
+so we can discuss it internally. 💡👩‍💻<br />
 If you have a name idea/suggestion
 that better describes 
 what we are building,
-please share! 🙏
\ No newline at end of file
+please share! 🙏💬
\ No newline at end of file