Scott Berkun on Why Design is Hard

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Jan 23, 2025

Scott Berkun, author of "Why Design is Hard," dives into the intricate challenges designers face in a business context. He discusses 'gravity problems'—unsolvable issues that require savvy navigation through organizational hurdles. Berkun emphasizes the importance of curiosity as a superpower for building relationships and enhancing influence. He debunks the myth of the 'eureka moment,' highlighting the complex execution behind impactful designs. With AI's rise, he urges designers to advocate for their value and maintain a human-centered approach to innovation.

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INSIGHT

Designer Hubris

Designers often critique others' work without understanding the full context.
They assume ideal constraints and quick solutions, ignoring real-world complexities.

INSIGHT

Gravity Problems

"Gravity problems" in design are persistent, unsolvable issues.
Designers must learn to navigate them creatively rather than complaining.

ADVICE

Business Acumen

Understand the business context by being genuinely curious about colleagues' work and challenges.
Build trust and find common ground to become an ally, not just a designer.

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In this episode of the AIGA Design Podcast, hosts Lee-Sean Huang and Giulia Donatello and guest Scott Berkun, author of Why Design is Hard, discuss the complexities of design, touching on themes such as the challenges designers face, the importance of understanding business contexts, and the role of curiosity as a superpower. We explore the concept of 'gravity problems' in design, emphasizing the need for designers to navigate organizational politics and influence effectively. The conversation also explores the myths surrounding design, the evolving identity of designers in the workplace, and the impact of AI on the future of design.

Takeaways

Designers often assume they know better without understanding the context.
Gravity problems are unsolvable issues that designers must learn to navigate.
Understanding the business context can enhance a designer's influence.
Curiosity is a vital skill for designers to build relationships.
Designers should focus on the value they bring beyond aesthetics.
The myth of the 'eureka moment' oversimplifies the design process.
Designers can influence decisions by visualizing problems and solutions.
Career paths should prioritize fulfilling work over job titles.
AI will change the design landscape, but human oversight remains essential.
Building trust and relationships is crucial for designers to succeed.

References & Recommendations

Why Design is Hard (Scott’s book) - https://amzn.to/4amlzUb

Jaguar Rebrand Video, “Copy Nothing” - https://www.youtube.com/watch?v=rLtFIrqhfng

Designing Your Life: How to Build a Well-Lived, Joyful Life (reference for “gravity problems”) - https://amzn.to/40yeM6D

Netflix documentary about Paula Scher referenced in the episode - https://www.youtube.com/watch?v=LCfBYE97rFk

Feline Philosophy: Cats and the Meaning of Life - https://amzn.to/3C7icUA

Scott Berkun’s website - https://scottberkun.com/

Watch the video version of the AIGA Design Podcast on YouTube - https://www.youtube.com/user/AIGAdesign