Why do furniture designers keep designing new chairs? We know it's not to solve the problem of "sitting." The chair is simply the medium. The true goal is something bigger: to inspire, to broaden our understanding of what's possible, or express something unique about what it means to be alive today.
When transactions can be brokered by AI, a company’s mission and culture—if genuine—become its final differentiators. As tasks lose their distinctiveness, only the deep resonance of an organization’s ethos can hold human attention.