Designers are the ‘Drivers’ of change


(Kovacs. H, 2012)

The largest part about the future is the world of uncertainties, the only thing known is the questions that we create about them “so who is going to provide the answers… the design community.” (Norman. D 2008) it is a natural instinct of the consumer market to ‘follow the way in which others do a task or interact with society.’ (Jones. M 2008) So it then dies down to the main players in drivers of innovation and if it is “not going to be the cognitive scientist because they don’t give a damn about applying or doing anything that’s practical, and definitely not the development community or the operations community, then that means it is going to be the design community.” (Norman. D 2008) Though this then means a reevaluation on designers’ parts, to understand their new role and possible practices to which will allow for a “world in which human beings are able to flourish.. By protecting and nourishing the ecological assets on which our future depends.” (Jackson. T, 2010), as we have moved into a world with such ‘defuturing circumstantially demands ‘we’ learn to make time.’ (Fry, T. 2011).

“The machine is not really a thing, but the head of a designer” (Norman. D 2008) and referring back to T. Fry’s idea of time as merely a social construct, we can begin to understand the ability of the designer as a future constructor or a potential social developer, as it is the thoughts and concepts to which these designers place into the world that define the total interrelation of the world.  Designers are the potential of the future, to remove current consumerist economy of people “Being persuaded to spend money we don’t have, on things we don’t need, to create an impression that won’t last.” (Jackson. T, 2010) to which is a current reflection of the present economic model that governs the western world today, with the consumers driven to consume goods to which are not economically and ecologically feasible for the world, such as the growth rate in planned obsolescence of products and the consumers need for products as a social representation or communicator.

To ensure that the future does entail the designer as the new main player of innovation, it will no longer be about”where an idea came from, investing rather in a role based culture, where creativity is the key towards new ideas and innovation.”(McConnell.S 2011) In order to do so the term ‘designer’ must be reunderstood by other communities not as these in the clouds people, but rather an essential part of the whole innovation process. This for designers will mean also a shift in practise to see constant communication throughout there whole journey creating ‘sensible conversation’ where both sides not just the designer understands the importance of the designer input. To then “translate design benifits into real benifits or business benifits.” (Norman. D 2008) will be the final input to which will alway for answers to be created as designers become more understood.

The true ideal is to “Be the change to what we wish to see in the world”(Gandhi. M, unknown and to create a future for a world which is crumbling in multiple aspects such as its environmental issues, economy and social landscape it has now lead to a world in which designers must lead the way through new practices and solutions. To which will not be “about standing in the way of development, not be about over throwing capitalism, not be about trying to change human nature. We’re talking about a few different steps towards… a more realistic vision of what it means to be human” (Norman. D 2008) This will be a world were innovation is not about creating a world of ‘material stuff’, but instead be a way in which we can again “nourish the ecological assets on which our future depends.” (Jackson. T, 2010)

Don Norman April 2008, ‘Don Norman on the Design of Future Things’, ‘vimeo’ viewed 26th June 2013

Tim Jackson, Oct 5, 2010 ‘Tim Jackson: An economic reality’, ‘YouTube’ viewed: 26th June 2013, check

Fry, T. 2011, ‘Time, Things and Futures’ Zoontechnica. No.1

alexwain 2009, Sculpture by the Sea – Elephant, Flickr, viewed 4 November 2010,

Mahatma Gandhi, unknown ‘(Not) Gandhi ‘ ‘Elephant’, viewed 22th June 2013<;

Jones, M and Samalionis, F. 2008, ‘From Small Ideas to Radical Service Innovation’, Design Management Review, Vol. 19, issue 1, Winter 2008, pp. 20- 27

Hajni Kovacs, November 6, 2012 ‘Planned Obsolescence’ ‘IBS international’ viewed 27th June 2013 <;

Steve McConnell 2011: ‘Design Futures Council Leadership Summit on Sustainable on sustainable design’ ‘youtube, viewed  28th June 2013, <;


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