Point of View
Design to me is what structures underlying cultural concerns for how humans understand one another and transact.
I started my career at Apple Computer in the early 90's when design values were forming fast and technology was finding itself. A very exciting time to observe how people related to technology when relationship did not require a social media account.
People were not data but cognitive. Steve Jobs, who I worked amongst at NeXT after Apple pushed us to think of the 'box' as a relationship not just a task accomplisher. He asked me once how I would take my icons and transform them into something that felt classical/romantic as a mood shifter in a boring environment such as the Help section.
Thinking as a value system in an industry that was shaping quickly is a powerful thing. Innovation is currency. The scary was trained out of me. My primary values are embedded in what is generated when I ask 'what if' and 'why' and 'why not' . What if design solved the feeling/environment issue of doing business in digital space and made it smooth as silk, even sexy? What if we took the task of target audience definition out of the design thinking space for 5 minutes to consider the overall framework? And why not try several theatrical approaches to branding and design first and do the radical editing process afterwards?
In a nutshell, my design approach is rapid iterations and creative research while dipping my toe in reality where and when necessary but not letting it be boss. Experience has taught me that when it comes to product expression reality is on the table as conversation starter not an end in itself.