Regina Casaleggio

To design is to make decisions for others. Because it involves an exchange of power, however slight, design is best understood as a moral pursuit.

differentiation means a company’s efforts to distinguish its products or services from competitors’ in customers’ minds in order to charge higher prices and generate higher profits. Instead of competing on cost, you compete on convincing customers that there’s nothing else just like you out there

Aesthetics. An entire aesthetic world is a lot harder to copy than a visual handwriting or a tone of voice. It also takes longer to develop. Aesthetics is a value innovation form that stems from the brand POV. This aesthetic POV defines who the company is, what it stands for and also what kind of customers it wants to cultivate.

But the truth is that ideas are something that you grow. You plant an idea seed and then you nourish it, and then some parts kind of wither and die off, but then a tree suddenly starts to grow in this random place.

Working in technology means one thing above all else: chasing scale. There is a reason why much of the tech world is obsessed with growth. Free from physical constraints, digital systems can scale to an incomprehensible size. The appeal of conquering the engineering, design and business challenges of mega-scale is strong, the rewards immense. But

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