AIGA Design Podcast
Scott Berkun on Why Design is Hard
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.
41:09
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Quick takeaways
- Designers often overestimate their understanding of complex organizational contexts, leading to misguided assumptions about effective design solutions.
- Cultivating curiosity enables designers to build relationships and influence decisions, transforming their role from executors to strategic collaborators.
Deep dives
The Controversy of Logo Redesigns
The discussion focuses on the recent Jaguar rebrand controversy, highlighting the trend of designers creating unsolicited logo redesigns online. This behavior reflects a widespread assumption among designers that they know the context and challenges faced by others, leading them to believe that they could deliver better results in a short period. However, this perspective neglects the complexity of design work and the multiple factors that influence decision-making within established companies. The conversation illustrates a dangerous hubris, as designers often fail to recognize the constraints and political dynamics inherent in professional design projects.
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