WEBVTT

00:00:00.000 --> 00:00:31.562
Think broadly. Think in systems.
Think about the company, society, the world.
When I often tell designers what they  need to do is to think broadly about the bigger images,
they need to move up in the company, and they  say, 'Well, designers don't move up in the company.'
And I say, 'Well, why not?' And I say, 'Engineers move up.'

00:00:31.562 --> 00:01:02.718
And they say, 'Well, they go and get an MBA.'
And I say, 'Well, yeah. That's  not a bad idea. Why don't you?'
The MBA degree isn't necessary,
but the *knowledge that you get from that degree is necessary*.
You can get it without going to school and getting an MBA, but it means you have to learn statistics,
finance, accounting, marketing,
supply chain, administration.

00:01:02.718 --> 00:01:30.171
You have to learn the *fundamentals of business* so that you can talk about it, understand what's important.
And *design is not the most important part* of what the company is doing.
Actually, there is no single part of the company that's the most important part. It's a *system*.
You all have to be in it together, and most designers fail at that.
Most designers are so in love with their designs that they think that's all there is to it.
And they're wrong – that's only a small part.

00:01:30.171 --> 00:01:38.807
So, think *broadly*, think *in systems*,
think about *the company, society, the world*.