Adam Zeiner

This matters because services designed and optimised for the current system can have the effect of further entrenching it — by introducing additional forces and interests to ‘keep things the way that they are’. This isn’t to dismiss their value — systems change is slow and uncertain, and in the meantime it’s essential we deliver the most effective ... See more

Involves six principles to encompass nature and non-human beings; zoom in and out across time, scale and self; and embrace circularity, existing assets and re-use, rather than an emphasis on new.

Recognises the importance of the ‘invisible activities’ that sit around the design process: orientation and value setting, continuing the journey, collaboration and connection, and leadership and storytelling. These activities are rarely recognised, and therefore rarely resourced, and rarely done.

I like the concepts “strategy” and “tactics” to capture what these two sides of design are about. As far as I can tell this appears to be the choice of words that professional designers and design leaders use.

Strategy is brain-work – more often than not it’s abstract and invisible, and challenging to articulate. This is the research, analysis, and debate that goes into making decisions, and the data that comes from observations, interviews, user studies, post-its, brainstorms, and mind maps.