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Designer, don’t forget about yourself! 

I want you to design from what you believe in! o no wait! The client is always right. And we have to do what the users tell us, and know Google does this and so should we. The research says so! And our sales eople know what matters and they want you to do it their way and why would you now what matters and and… AI AI AI! we ran it through ChatGTP and this is etter, and cheaper and look. Everyone knows better, everyone is our client! MAKE HE LOGO BIGGER! I’m your boss do as I tell you, you don’t know better than the ata. AI AI! I’m like our customers so do it the way I like it. This is a real business ot an art college. AND MAKE IT AI!! No no wait! The client is always right. And we have to do what the I know Google does this and so should we. The research says so! people know what matters and they want you to do it their way an know what matters and and… AI AI AI! we ran it through ChatGTP better, and cheaper and look. Everyone knows better, everyone is THE LOGO BIGGER! I’m your boss do as I tell you, you don’t know No no wait! The client is always right. And we have to do what the users tell us, and I know Google does this and so should we. The research says so! And our sales people know what matters and they want you to do it their way and why would you know what matters and and… AI AI AI! we ran it through ChatGTP and this is better, and cheaper and look. Everyone knows better, everyone is our client! MAKE THE LOGO BIGGER! I’m your boss do as I tell you, you don’t know better than the data. AI AI! I’m like our customers so do it the way I like it. This is a real business not an art college. AND MAKE IT AI!! No no wait! The client is always right I know Google does this and so shou people know what matters and they know what matters and and… AI AI better, and cheaper and look. Everyo THE LOGO BIGGER! I’m your boss d data. AI AI! I’m like our customers so not an art college. AND MAKE IT AI!! nd we have to do what the users tell us, and we. The research says so! And our sales ant you to do it their way and why would you we ran it through ChatGTP and this is e knows better, everyone is our client! MAKE as I tell you, you don’t know better than the o it the way I like it. This is a real business No no wait! The client is always right. And we have to I know Google does this and so should we. The resea people know what matters and they want you to do it know what matters and and… AI AI AI! we ran it throu better, and cheaper and look. Everyone knows better, THE LOGO BIGGER! I’m your boss do as I tell you, yo data. AI AI! I’m like our customers so do it the way I lik not an art college. AND MAKE IT AI!! No no wait! The client is always right. And we have to do what the users tell us, and I know Google does this and so should we. The research says so! And our sales people know what matters and they want you to do it their way and why would you know what matters and and… AI AI AI! we ran it through ChatGTP and this is better, and cheaper and look. Everyone knows better, everyone is our client! Make it bigger! Final_ fi nal. I’m your boss do as I tell you, you don’t know better than the data. AI AI! I’m like our customers so do it the way I like it. This is a real business not an art college. AND MAKE IT AI!! 

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The act of design needs you more than it needs data or goals. 

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Time spent working in design Things that actually matter 

90% Not important then. Not now. 

10% 

I want you to design from what you believe in, not what others tell/sell you! 

You A philosophy, a world view. A perspective. Ability to ideate, explore, to challenge. Make sense of needs, research, metrics and opportunities. 

You Nothing nothing nothing. Nothing, nothing. Nothing nothing nothing. Nothing. Nothing. More nothing. Na-na-na-nothing. Nothing. 

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I want you to design from what you believe in! 

When you stop trying to make everyone else happy, “being in the design scene” or following big egos on X, you start anchoring your design. And yourself. 

Let’s try it. 

You 

That second thought might have been about what would be good for other people. 

More about others = More of you. 

Ask yourself how you can use the second thought to make something better for others. 

Two examples! 

Julie “My second thought was my grandparents. I started doing research on everything except the actual thing we were designing; it was too abstract for too many people. I translated the product to tangible everyday things that spanned generations, from my grandparents to mine. Like, forever-truths.” London/Seoul 

Julie As of June 2024 close to 25% of Julie’s company’s potential audiences in Korea, Japan and Taiwan rely on things she has designed. London/Seoul 

Emilié “Happiness, I guess. Smiles maybe. I started measuring the quality of my work on whether peoples smiles reached their eyes. Happy eyes are honest.” Singapore 

Emilié “The smile” approach at their previous company was responsible for 50% of new customer signups, and 70% of retention. Singapore 

Without Julie, Emelié or YOU there is no design. 

You Nothing nothing nothing. Nothing, nothing. Nothing nothing nothing. Nothing. Nothing. More nothing. Na-na-na-nothing. Nothing. 

You A philosophy, a world view. A perspective. Ability to ideate, explore, to challenge. Make sense of needs, research, metrics and opportunities. 

There are some downsides to this approach. 

And many many many more positive e ff ects. 

Designer, don’t forget about yourself! 

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