Last night’s talk with Damian Madden really resonated with me. As designers, we’re often handed briefs that can sometimes feel like a straightjacket, restricting our creativity. It’s easy to fall into the trap of simply executing a brief, but that’s not the role of a designer.

Yes, the brief is important, it’s the foundation of the project. But the true magic of design happens when we’re able to push boundaries, ask questions, and explore ideas that may not be immediately obvious. A brief shouldn’t be a limiting factor; it should be a starting point for innovation.

As designers, we need to stand up for our value, be bold in our approach, and elevate the conversation. We are not just problem solvers, we are problem finders and solution creators.