Design Strategy
Bullshit jobs in design.
Many design roles today risk becoming what David Graeber called “bullshit jobs”. The work that looks important but adds no real value. When design serves optics over outcomes, creativity fades and meaning is lost. It’s time to shift from theatre to true impact.
The misconception of scale.
In a world obsessed with scale, we often forget that growth changes everything. What works on a small scale can break under pressure. This isn’t an argument against scaling, but a call to do it wisely, with care, and a deep respect for complexity.