It didn’t really matter how good an idea was, if you didn’t prepare the receiver — person receiving the idea — it would bounce off. It’s what I call the violence of the new. “No, I can’t cope with that. I know I’ve asked with something new, but I can’t cope with that idea.” So preparing a runway for the idea, telling the story, setting it into context, became a very important part of it.
He explains in a series at Eastman Innovation Lab. As he sees it, designers by the nature of their work are futurists.