Summary
When products and services change fundamentally, the practice of Design must change fundamentally, also. What has become of Design in the 21st century, and what is the role of Systems? What does leadership mean and what is innovation, really? Language, conversation, diversity, responsibility, ethics, experimentation are in the necessary mix for today's organizations.
Key Insights
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Systemic design requires viewing products and services as parts of purpose-driven systems involving feedback loops.
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Cybernetics, the science of systems with purpose, originated in the 1940s and is foundational to modern systemic design.
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Design is subjective and framed by individual perspectives; acknowledging this is essential for ethical design.
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Diversity of viewpoints and multi-stakeholder conversation are necessary to avoid narrow or biased design outcomes.
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Shared language and values within organizations enable coordinated action and adaptability to changing environments.
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Organizations must consciously evolve their language and mental models or risk becoming obsolete.
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Conversations about the quality and inclusivity of dialogues in design teams help surface trade-offs and align goals.
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The cybernetic cycle of sensing, comparing to goals, and acting is a universal mechanism applicable to design teams.
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Embracing imperfection in framing means testing assumptions continuously and embracing learning from error.
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Effective systemic design integrates individual accountability with collective consensus to achieve ethical outcomes.
Notable Quotes
"You cannot do design today, even product or service design, without being systemically engaged."
"Cybernetics is the discipline of systems with purpose, looking at how a system acts to achieve its goals."
"Design requires teams because you can't be expert in everything—from pixels to hardware to databases."
"Conversation is 21st century design; it's how we share values, align intentions, and coordinate action."
"If you don't have shared language and values, you can't coordinate your actions or agree on what to do."
"Organizations succeed when they have a language that works today but must evolve it to survive tomorrow."
"We design with our biases and subjectivities, so we must work with diverse stakeholders to avoid tunnel vision."
"You have to be responsible for your viewpoint—you can't claim objectivity and ignore the impact."
"The cybernetic feedback loop is sensing, comparing to a goal, and acting to correct course."
"Conversations create new language, allowing us to see possibilities that old language couldn’t reveal."
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