The people in business must understand what they can achieve with designers. Designers have to understand that they really must deliver to business not just beautification, or another form of it, but substantial change.
Today is what's thought about long ago. Now today we have to project, think, experiment, prototype the future.
Good design should reflect a sense of human history-some aspect of where we've come from.
In Europe you learn not to fail, and in America you fail to learn. You need failure.
Increasingly, corporations will look to advertising agencies for direction. Without an understanding of brand creation, messaging, and strategy, today's designers are destined to become the haidressers of tomorrow's creative environments-great for styling but light on strategy.
