“The people in business must understand what they can achieve with designers. Designers have to understand that they really must deliver to business not just beautification, or another form of it, but substantial change.” – Hartmut Esslinger

This quote is from a video interview with Hartmut, frog design founder and former CEO.

1. Designers understand the interrelationships that factor into success or failure
2. We should treat design as a verb, a process, a way of creating positive change in the world
3. A work of art is realized when form and content are indistinguishable
4. Have undying, unending passion for design
5. Good designers are open minded and comfortable with ambiguity