I have always aspired to create exciting and desirable designs, even though I have worked in complex processes with serious production targets plus budget and marketing controls. Experience and knowledge has given me greater vision and the ability to work from concepts through to product completion within teams. 

The use of quality materials together with the attention to detail in the design process is essential for a successful product.

Technological development in materials will give greater freedom to designers in their quest for new and exciting design solutions.

Designers must be "provocative" and push their thoughts and ideas beyond what most people see today and have the opportunity to visualise and present those ideas in a clear and logical way. 

Increasingly many companies or organisations driven by financial and economical constraints tend to drive processes & costs as the priority, with minimum investment for the long term. Reducing quality and creating shortcuts wherever they can. In many cases engineering and marketing groups tending to fall behind these safe decisions. This usually leaves design teams frustrated and wondering what more could they do. The result is a diluted or uninspiring version of what could have been. What is alarming is the possibility that the company could be completely out of step with the future markets and fall way behind the competition.

Keeping a "brand identity" and being progressive is a tough challenge. It’s about finding the right balance between "revolution and evolution". Marketing and product planners can possibly know the target group of tomorrow, but that is a short term view.

Designers can produce concepts and ideas that go beyond what is expected and potentially offering exciting & valued products or services.  

Whatever a company size or strategy customers will expect service, quality and reliability as well as uniqueness and individuality in their lifestyle acquisitions. Products have to look exciting, but also be functional and easy to use. "Form and function in balance" with focus on "human interaction" are fundamental to good design.

What good is a beautiful chair if you can’t sit on it! It’s as much about an experience as the aesthetics. updated 2021.