The innovation now needs to occur elsewhere. Outside the design. Into, quite frankly, the world of art.
Mating our left-brained technical wizardry with our right-brained humanizing intuitions is key to innovation, but don’t make the mistake of confusing “design” with “art.” I’d argue that there’s a difference, and it matters. Designers create solutions – the products and services that propel us forward. But artists create questions — the deep probing of purpose and meaning that sometimes takes us backward and sideways to reveal which way “forward” actually is. The questions that artists make are often enigmatic, answering a why with another why. Because of this, understanding art is difficult: I like to say that if you’re having difficulty “getting” art, then it’s doing its job.