I guess design is in some ways is rather intangible. It's really the optimist in all of us. [ LAUGH ] I mean design betters because it's about triggering curiosity. It's about thinking about the future. I think the need for design is something that more and more executives are starting to understand. It became, not really around the art of creating beautiful things, but around developing, honestly, a more scientific backbase around what do people like, what do they need, what is gonna complete experiences for them? We're moving from a world where the brand was buying the right to be part of the conversation to a world where we need to do things to be relevant enough To become the topic of those conversations. Technology's become the center of everyone's life. And technology's one of these things that people only adopt if it's usable, if it's well designed, if it makes sense. And depending on how you place that device and the instructions, and the thing kind of unboxes and presents all the information, if it's not done the right way You get people who fail to use the product correctly. Design has never been about another chair or another lamp or another table. So how can we used design, creative thinking, new technology to improve life. For me this is the essence of design. This is an opportunity for you to demonstrate to people on the ground that you care about them. Because they way that you create, gives them dignity. You already beginning to elevate people's conciousness and helping them to get out of their circumstances. Encouraging them, ensuring that you believe in them. Because I believe that good designers have human rights .>> We try to question, we try to challenge as much as possible. And hopefully we foster not necessarily new possibilities or new solutions, but at least question ourselves. It's interesting that designers would go okay, we're gonna design something, but it's gonna be better. Unless you're a complete **** and you wanna make things worse. A large part of design is just the ordinary grunt of making the burden of being a human being on this planet a little bit more pleasurable. What we all kind of, whether you're creative or not, that's kind of what we're all striving to do is make things better and to be a bit happier. [ SOUND ] [ BLANK_AUDIO ]

These World-Renowned Designers Have a Message for Business Leaders

They hope it will help keep businesses alive.
