I like seeing articles like this every now and again up here. It's not particularly novel, and it's not particularly groundbreaking, but I still regularly meet people who forget what role design should play in project/startup/etc.

On a slightly related note, I feel like software developer should see the design process as a valuable tool in his/her tool belt. It's worth it to take a brief class if you are still able/willing.

I had a hard time with the way this concept was expressed.

I can't imagine directing a designer to create a cost-effective simple and desired result for a transaction and expect to get anything meaningful.

I would like to see specific ideas and use cases in which design improves product, marketing, sales or other business areas.

The premise functions in a world where one's design ontology permits the separation of “aesthetic” and “design.”

Sadly it is nothing more than a rehashing of late Modernist Ludwig Mies van der Rohe's privileged ontogoly peddling.

I would hope modern work aspires higher.