You question. No, you copy.

Dear Design,

It’s me again.

I’ve been thinking about you lately and there are so many other thoughts I would like to share with you.

We’ve been talking about innovation last time, and how this word should be revised to embrace a more meaningful purpose, breaking away from the preconception of something purely trendy. And at this regard, I have a new point of reflection, I would like to share with you. Is your work a keep fading copy of other copies? It seems that you have lost sight of your original purpose and have instead become a mere copy of what has come before.

In recent years, I have the feeling that the creative process has become stagnant, complacent, and comfortable in your familiar patterns and formulas.


Are we designers the architects of this result?


We might have fallen into a pattern of relying on the same old methodologies and processes, resulting in designs that lack creativity and innovation and fail to inspire, and everything I see and hear in your industry is something I have seen and heard before.

I believe it’s time for a change.

I know that this is easier said than done. It can be challenging to step outside of our comfort zones. But as I suggested in the previous letter, working with people who think differently from us and breaking down silos that separate us could be the solution to finally innovating. And I would like to propose that you team up to create fertile ground for possible future opportunities to grow.

The benefits will far outweigh the risks.


When we open ourselves up to new ideas and the adventure of exploration, we expand our horizons and create something that can be addressed under your name, or with a new name, who knows, that is truly groundbreaking.

It’s time to act.

We developed such great skills in storytelling that we end up drowning in the tide of our words, without answering the right questions, and sometimes the uncomfortable ones.

I’m looking forward to hearing from you soon.

And please bring me good news.

Yours faithful,


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