If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one?
capital demands design address the hyper-specific moment of The Now; the site of consumption, of transaction. Thats all it cares for; where it eats. But we all live in the permanent ruins of what is created for that moment. designers should design them instead. that is our world.