I think of design as a methodology of leadership. Think about what designers do: we envision the future, then systematically execute the vision.
https://www.azuremagazine.com/article/qa-bruce-mau-on-20-years-of-s-m-x-xl-and-the-role-of-design/?view=desktop
The uniqueness to the design of the content has been eliminated. And I think we’ve lost a culture in the process. We haven’t been able to make the process of designing that experience into a cultural form. We’ve replaced it with efficiency, so instead of beauty and richness and complexity, and the kind of experience that you have with S, M, L, XL, you have a kind of efficient delivery of text.
