When we explain something like this, people say, "so how is that design?"

Maybe that should be the name of the podcast, "So How Is That Design?

It's really an identity crisis. We had this shared struggle, this shared identity of designers against the world, and struggling for their say at the table and really working very hard for it. But it's not that different than so many other social movements.

We are no longer designing one thing, but we're designing systems of interconnected services, people, and resources. That means that designers really need to shift the way that they think and the way that they design.

We can create culture, and businesses can start to embed design at a strategy level. We haven't even started to see the effects of what that can mean for the products we create and the businesses that become.

How is design changing as a discipline and profession and how do we face these challenges and opportunities as a community? We explore these questions and more on Design Future Now from AIGA, the professional association for design.