Vision, intention, values: (re)defining the culture of the design practice

As designers, we have a fundamental role in giving shape to the world that surround us and in defining how we interact with it, and yet the design practice is still perceived as – and often confined to – marginal roles, generally aesthetic, superficial and hardly relevant.

As we know, though, “design is how it works”. Which is why it is growingly important to reiterate, promote, support, and reiterate again how fundamental is to cultivate and promote the value of the culture of the design practice.
Just as it’s important that young designers be aware that this job is more like a mission: a lifetime journey, where, along with talent, one must bring – and cultivate – competences, knowledge, professionalism, ethics, values, and value.

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