WEBVTT

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Think broadly. Think in systems.

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Think about the company, society, the world.

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When I often tell designers what they 
need to do is to think broadly about the bigger images,

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they need to move up in the company, and they 
say, 'Well, designers don't move up in the company.'

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And I say, 'Well, why not?' And I say, 'Engineers move up.'

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And they say, 'Well, they go and get an MBA.'

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And I say, 'Well, yeah. That's 
not a bad idea. Why don't you?'

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The MBA degree isn't necessary,

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but the 
*knowledge that you get from that degree is necessary*.

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You can get it without going to school and getting an MBA, but it means you have to learn statistics,

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finance, accounting, marketing,

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supply chain, administration.

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You have to learn the *fundamentals of business* so that you can talk about it, understand what's important.

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And *design is not the most important part* of what the company is doing.

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Actually, there is no single part of the company that's the most important part. It's a *system*.

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You all have to be in it together, and most designers fail at that.

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Most designers are so in love with their designs that they think that's all there is to it.

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And they're wrong – that's only a small part.

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So, think *broadly*, think *in systems*,

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think about *the company, society, the world*.