“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. Designers exist to come in, assess what has been failing, and offer up solutions for the future
2. Designers must deliver not just beautification, but substantial change
3. Design should inspire peoples and cultures to grow, transform and look to the future
4. Designers have to be open to the changes that technology is making in our discipline
5. Good designers have the trained ability to represent the world as others expect to see it