“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

“There is no one, right way to design or develop anything. To a large degree, it needs to reflect the culture — especially the innovation culture — of a company.” – Nathan Shedroff

Read an interview with Nathan in which he discusses “Futures, Experiences & Design”

1. Designers need to be more than ambassadors
2. Designers turn insights into innovation
3. Designers are trained to be courageous about the future—and making the future happen

“Designers need to be more than ambassadors, they need to be fully functioning and fully aware members of strategic decision-making teams in a company.” – Nathan Shedroff

Read Kate Rutter’s interview with Nathan Shedroff for more thoughts on the role of design in business.
Edit: Fixed article URL – sorry about that

1. Design needs to reflect the innovation culture of a company
2. Designers think through problems from the “outside in.”
3. Design and business leaders must take the time to understand each other