Rebranding to Engineering Generosity

“…we spent over twenty years investing heavily in engineering as a driver of competitive advantage, which ultimately metastasized into where we are today: A world built by engineers.”

In order for design to transform business, it must first transform itself. It must leave behind the language and mindset of engineering. Get past scalability and extensibility. Systems and components. Agility and usability. Usefulness and seamlessness. Efficiency and friction. Data and metrics. Patterns and code.

most important we need to put our big picture capability to work on the problems that now haunt us. Most of these problems are systemic. Their causes are deep and multiple.