Designers are trained to be courageous about the future—and making the future happen

“Designers are optimistic people who are trained to be courageous about the future—and making the future happen. They aren’t always aware of the intricacies of operations and the impacts of the solutions they propose, just like entrepreneurs, but they aren’t afraid of confronting a blank piece of paper (or screen or board) and getting to work making something new.” – Nathan Shedroff

This quote is from Kate Rutter’s 2008 interview with Nathan on the subject of the role of design in business.

1. Design needs to reflect the innovation culture of a company
2. Designers already live in the future
3. Designers exist to come in, assess what has been failing, and offer up solutions for the future
4. Design should inspire peoples and cultures to grow, transform and look to the future
5. Designers must deliver not just beautification, but substantial change