jnd.org

My essay in Fast Company, to which their editors gave the title:This Is the One Skill Designers Need to Develop Most in 2020. Legendary designer Don Norman takes designers to task for elevating craft above all else, when what matters most is the willingness to collaborate.

On what it takes to succeed in a company – a willingness to collaborate. To recognize that engineers, marketing, sales, manufacturing, and business executives all play essential roles. Each has a valid perspective and to be successful, one must learn to balance the conflicting views and select a course that is best for the product, the customer, and the company, even if it means discarding one’s favorite ideas, sketches, and designs.