Integrated Agency Blog

Everything We’ve Wanted to Say About Design… to Our Clients Everyday

Just because someone can “design” something may not mean they should.

There is much the masters of craft must teach those crowned with the responsibility of learning new tech to create new capability. Fortunately and unfortunately, new tech allows the uninitiated with and about design to create.

But 99 percent of what is created fails because the new capability has not been met with the lessons of those who practice the elements of the design craft. It requires skills built long before the new tech or tool was available to learn.

Without the benefit of design experience or apprenticeship and the developed mastery skills of UX design or the physiology of progression and discovery from strategic design, new capability is destined to fail without incorporating the theory and lessons of the learned masters.

Without the balanced emphasis on the liberal arts AND the culture and tech of advancing technology, it is impossible to achieve the synthesis required for successes in today’s tech and business.

Why is this important?

In today’s market of rapid innovation and technology convergence, there are a billion million-dollar ideas. Everyone’s six-year old has one. The ones that make it to market with success are those who harness the lessons of tech, business AND design.

And if this trilogy is not achieved, entire generations of ideas and a lifetime of opportunities are lost to those who know how to mash up the required. If you don’t know how, the price paid is simple and evident for all to now see: Someone else will come along and take your idea and design it right and market it right and make millions. (right = timed and sized to the market)


Brian Fabiano


Linda Tyler