The people in business must understand what they can achieve with designers. Designers have to understand that they really must deliver to business not just beautification, or another form of it, but substantial change.
Hartmut EsslingerIncreasingly, corporations will look to advertising agencies for direction. Without an understanding of brand creation, messaging, and strategy, today's designers are destined to become the haidressers of tomorrow's creative environments-great for styling but light on strategy.
Hartmut EsslingerGood design should reflect a sense of human history-some aspect of where we've come from.
Hartmut Esslinger