In a world as competitive as ours, the products you see in the market all use more-or-less similar underlying tech. What makes one stand out from another, is the way they approach their users, how well they enable people to use the underlying tech and how deeply they understand the people who will use their products.
Design Awards are a prominent part of the design landscape. The established platform is an important vehicle for the promotion of design excellence and its dissemination to a wider audience. It offers opportunities for young designers that are not always available through other selection methods. Several significant designers and agencies have launched their careers because their designs were selected as the winning schemes.
The advent of technologies like personal computers and mobiles have shown us that we cannot envisage or predict all new behaviours. Above axiomatic or normative principles, we need real experiences that originate from real products embedded in day to day life.
Design is about envisioning and prototyping the Next. Classical models of organising, of
managing are so 20th centuries that many corporations will need to reboot their Operating
System, in order to cooperate or compete (or both) with the ones born these last 20-30
years, or even last year.