The Shape of Design

We must respond and move, simply because the work moves and the space around design shifts as culture changes and the adjacent possible grows. Design is always in motion; we either sway with it or we get thrown off the line.

Consider an entrepreneur standing before a few investors describing a technology she’s developing. She is speculating about the potential applications of her research. The work, at this point, hasn’t been applied in the market, and all she has are promising lab tests.

which means that the work of the designer can go further in shaping culture than a traditional piece of art, and make money in a way that has more soul and spill-over benefits than straight commerce