Adam Zeiner

The challenge is to connect strategy and tactics.

"Design" means one thing to a graphic designer, another thing to an engineer, and something else to a business consultant. Even within the design discipline, a Silicon Valley manager and a Danish joiner are unlikely to be imagining the same thing as they both talk about design.

Tactics, on the other hand, are easy to see – this the work we do with our hands. This is the craftsmanship that goes into the visible aspects of a product. This is your typefaces, illustrations, colors, whitespace, and rounded corners.

So, what then is human centered design if it's failing most of the humans surrounding it? We were trying to broaden the aperture and bring the lens further back to look more coherently at everything that goes on when inserting a product, service, or built environment. What happens when you create something and put it into a human system?

The modern organization is rooted in military history—at the time, the most efficient model for coordinating large groups of people to achieve strategic objectives.

Content Ecosystem Mapping Articles and Resources

The untangling of the military from modern organizations is accelerating, and its influence is waning.