Your edge in design might not be design

The design work that’s moved the needle most in my career… 

often hasn’t been the design itself.

(IRecently) It’s actually been the story around it—

why a product matters, what it changes, how it fits into people’s lives.

That’s where my background in advertising and consulting keeps showing up, 

not simply as an adjacent skill. But as THE edge.

It’s clearly NOT what my peers and bosses expected from design. 

But now? 

They see it.
They ask for it.
They rely on it.

And as AI continues to accelerate execution, this ability to connect the dots—across brand, narrative, craft,  interaction and user interface —isn’t just useful.

It might become essential.

IMHO, this is the  moment of creative generalists.

Not in the jack-of-all-trades mode. 

But … A translator. A taste-maker. A sense-maker.

So, if that’s your background: You're not on the edges of design. You're exactly where it might be headed.