On rational thinking, taking action, and the courage to choose.

A philosophical essay on what it means to have a professional perspective in design. Perspective is defined as a structured, rational argument—not a personal preference—that guides decisions about what to include and exclude in a product. The piece argues that true perspective is an active choice, not a passive skill, and that designers must be able to justify decisions based on user and business goals rather than aesthetics. It warns against committee-driven design that seeks consensus at the cost of conviction, and positions perspective as the key differentiator for human designers in an era of generative AI, which tends toward the statistical average. Examples from Virgin America, Snapchat, Dyson, and Semafor illustrate how bold, singular stances create memorable and disruptive products.

DOC • Perspective