As long as design can’t be uncoupled from products, it will not be sustainable. It is an oxymoron because it does not seek to make more with what we have but to make more.

Design, as a field and economic activity, does not have the tools to craft models that are business-positive and do not create waste.

This means that the way forward is in sensing and articulating the value (or waste) in projects, requests, and needs.