Designers are people who can make information emotional and visceral, who can make a bigger impact by thoughtfully marrying form and content. They are “experience perfectionists,” the ones who always ask about the space a meeting will occur in so they can arrange the room and have music or images playing when people walk in. They are obsessed with materials; they can have a completely literate and thoughtful conversation about the width of a rubber band being used as a book binding, and how it will change the way the book is perceived.

In other words, to make their points they use a toolkit far more expansive than the typical tools of business, like spreadsheets revealing the “bottom line” or well-reasoned emails. They solve problems with their hands and their hearts, not just a keyboard and reasoning.

Becky Bermon



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