One outcome of productizing design processes and deliverables is that those are taught in university courses, MOOCs and other immersive environments to non–designers.

This leads to a ubiquity of design jargon across new industries, and by new agents (business leaders, managers, software developers)

The less discussed concern is differentiation. If the process is productize (universalized) why would a prospect decide to work with one studio over another? (To be fair I am viewing this with an 80/20 resolution)

Seth Godin likes to call this kind of lack of differentiation (intention–less client work) as leading to the race to the bottom. Who is a believable person who can give me this thing for the lowest cost possible?

In and of itself I think that educating the market on how to be more empathetic and agile in thinking is not a bad thing at all. The real question is what now?

Are we just left as Design Thinking TA’s for our clients? At what point do we feel the urgency (and agency) to write new modals that make stronger use of the contexts involved (ours, our clients, and the environment today).

If we accept that our practice is who we are–and not what we do–then it is obvious that we must move forward, building on what our clients know, switching from efficient agility to effective liminality.