"What designers should be urgently seeking are those people who can act as champions of the discipline, who understand how very difficult good design can be to execute, who understand the level of effort, analysis and skill that go into making something that will resonate on an emotional level and who can articulate that investing in design can make a significant difference to their business. As Terry Winograd, the legendary computer science professor at Stanford writes, “To get design into effective practice, you need to train designers and also to teach the people they work with how to understand, incorporate, and foster design."
