"When we think of design, we usually imagine things that are chosen because they are designed. Vases or comic books or architecture... It turns out, though, that most of what we make or design is actually aimed at a public that is there for something else. The design is important, but the design is not the point. Call it "public design"... Public design is for individuals who have to fill out our tax form, interact with our website or check into our hotel room despite the way it's designed, not because of it."

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Source: Seth Godin (2012). “The Icarus Deception: How High Will You Fly?”, p.76, Penguin

About the author

Seth Godin

Author, Entrepreneur

Seth Godin is a marketing expert and author known for his influential ideas on permission marketing and the importance of storytelling in business.

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