The digital designer’s role

Most organizations don’t trust people who think. They prefer people who do what they’re told. But a digital vision has never been more important.

Bring a typical manager into an orchard and they will become obsessed with the low hanging fruit, the fruit they can grab now. Say to them that if they just go and get a ladder they can have much more fruit, they will pause, smile, say ‘that’s interesting’, then turn their back on you as they go grab the few remaining low hanging fruit.

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