“Good designers relentlessly generate lots of ideas and open-mindedly consider alternative solutions. At no time are good designers frightened to entertain a crazy, competing, or uncomfortable idea.” – Karl Ulrich

Read Karl’s article “Design A Solution” from Fast Company here

1. Designers exist to come in, assess what has been failing, and offer up solutions for the future
2. Design addresses needs that customers themselves may not know they have
3. Designers have to be open to the changes that technology is making in our discipline
4. Design, in the end, is about creating better things for people
5. Good designers are open minded and comfortable with ambiguity