Andrew McCluskey

Design is such a powerful word. It means everything and so means nothing. And our practice of design really was the whole thing. Ultimately, it was your experience. From the very founding ideas of what the product is and what it does and how it’s architected and how it’s built—its appearance is just one small part of the whole thing.

The world is busy. Breaking News. Non-Stop Commercials. Political Divide. Censorship. Doomscrolling. All these streaming services and social media to keep us entertained yet no one seems happy and people look exhausted before their day has even started.

Start with why has done more harm than good. It’s given a generation of professionals the permission to indulge in navel-gazing. No one cares about your “why”—they only care about how you can help them.