Ten millennia of centralized innovation produced major advances but also entrenched patterns that lead organisations to repeat mistakes. Organisations repeatedly chase surface-level remedies framed as roles or technologies—UX, Product Design, and now AI—while prioritizing aesthetics, titles, or prompts over measurable outcomes. Real design requires foundational integration across systems rather than superficial bolting-on. Roles and tools function as capabilities, not instant cures; misuse, abuse, or siloing of those capabilities undermines their effectiveness. Sustainable improvement requires systemic change, embedding design into core processes and structures rather than treating design or AI as stand-alone panaceas.
Organisations keep chasing one fix after another. First, they viewed UX as the Holy Grail, but only to mistake it for making things "look nice." Then came Product Design - the same story, but with a new title. Again, it's aesthetics over outcomes. Now it's AI. Leaders hope prompts will fix their broken systems. But we all know that real design is baked in, not bolted on.
Then came Product Design - the same story, but with a new title. Again, it's aesthetics over outcomes. Now it's AI. Leaders hope prompts will fix their broken systems. But we all know that real design is baked in, not bolted on. The reality is, none of these roles or technologies are silver bullets - they're capabilities. When they're misused, abused, or siloed, even the best tools (and Figma tricks) won't be enough to save you.
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