Controversial features signal revolutionary change

There's something controversial about everyone seeing what you're doing, or multiple designers being in the file at the same time. One of the first responses we saw was 'if this is the future of design, I'm quitting.' That tension is signal that you're part of a revolution.

Building in public showing you our meetings, uncomfortably so, is an act in, 'If we were them, why should they trust us? Why should anyone trust us?' We have your most sensitive personal data. We have your most sensitive professional data. Why should you trust us if we've had our trust broken again and again?

We call it sugar-coated broccoli. People don't want to eat the broccoli but people like sugar, so it gave them the sugar then hide your broccoli inside of it.

We really push our clients to have something unique and different and bold to say. If nine of them have one stance on something happening in the field and one has the other stance, chances are that one is going to be the one that a reporter wants to talk to.