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companies have been focusing their innovation on design. But it’s time to raise the bar. Maeda says that entrepreneurs must move beyond design and into art—away from solutions and toward the “deep probing of purpose and meaning” that helps people understand where they want to go. Creating a product should become an act of helping people connect to their values:

In a world where breaches of integrity are more and more commonly revealed, holding on to those values is of the utmost importance to us. We want the products we buy to be made responsibly, sold truthfully, to have come from the mind of a human being just like us—not just from an algorithm.

In other words, people want to matter. They want to be treated with respect and have businesses focus on what they really want, not what the businesses want.
— Erik Sherman

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