Design is about solving problems for the customer with a particular focus, using a set of technologies.

People who are trained to be designers bring a certain set of skills and techniques that are helpful to elevate the solution. However, most designers I know are human. And human performance is distributed normally. What this means is that most designers have average ideas about how to solve problems.

So how can you get better ideas. One way is to find the 3% designer… Good luck on that. Another way is to provide other people the approaches to doing good design and make everyone a “designer”.

To what advantage is this? The more people involved in the design process, the more quality solutions, the more likely one of those solutions are on the front end of the solution space… Way better than average.

So designers stop whining and teach everyone to be designers so that you can reap the reward of a better solution.