My keynote from the Idean Design Espresso event on the 25th of October, 2019.

1. 40 years in Design
What can the last 20 years teach us about the next 20?

2. @ediootti
Design Lead at Posti Group
Design leadership mentor
All in all, a smooth customer

3. Big beats! Bold colors!

4. 1999/2000
Designer’s Delight
The White Room
The KLF
(1991)
Pantone® reference
Cerulean Blue
15-4020 (1999)

5. 🐮 🐮 🐮 🐮 🐮 🐮 🐮
🐮 🐮 🐮 🐮 🐮 🐮 🐮
🐮 🐮 🐮 🐮 🐮 😀 😝
I hail from a curious place.

11. We were all trailblazers
back then. Inspiration
was literally everywhere.

12. You make the rules,
you beautiful bastard!

13. 2005/2006
Designer’s Delight
Lost Horizons
Lemon Jelly
(2002)
Pantone® reference
Blue Turquoise
15-5217 (2005)

15. It was the age of designer
specialization.
Basics
Advanced
Kicking ass
Basics
Advanced
Kicking ass
Basics
Advanced
Kicking ass
Advanced
Kicking ass
Advanced
Kicking ass
Basics
Advanced
Kicking ass
Basics Basics
IxDVisual Research UI writing Prototyping Management

16. Good designers were T-shaped.
Basics
Advanced
Basics
Advanced
Kicking ass
Basics
Advanced
Kicking ass
Advanced
Kicking ass
Advanced
Kicking ass
Basics
Advanced
Kicking ass
Basics Basics
IxDVisual Research UI writing Prototyping Management
Kicking ass

17. Good designers were T-shaped.
Great ones were M-shaped.
Basics
Advanced
Basics
Advanced
Kicking ass
Advanced
Kicking ass
Basics
Advanced
Kicking ass
Basics
IxDVisual Research UI writing Prototyping Management
Kicking ass
Basics
Advanced
Kicking ass
Basics
Advanced
Kicking ass

18. 2008/2010
Pantone® reference
Blue Iris
18-3943 (2008)
Designer’s Delight
Radio Retaliation
Thievery Corporation
(2008)

19. This is when shit got real
in my career.

20. This is when shit got real
in my career.

21. This is when I learned to
think of design as something bigger,
a mindset, rather than a tool box.

22. No matter who your heroes are:
we all have things we need to learn,
and things that we should teach.

23. 2011/2012
Pantone® reference
Honeysuckle
18-2120 (2011)
Designer’s Delight
Panic of Looking
Brian Eno (2011)

28. Making your process brutally
open and honest opens the doors
for new kind of feedback.
💩

29. 2016/2019
Pantone® references
Rose Quartz and Serenity
15-3919, 13-12520 (2016)
☠Designer’s Delight
Random Access Memories
Daft Punk
(2013)

33. True design leadership is
fueling team engagement.

35. enable
drive
foster

36. But wait, what about
the future?

37. What if marketing & design
were the same thing?
1999 to 2039

38. CX-related fields might eventually
fuse into a single discipline.

39. Designers will become
skateboard-shaped.
2005 to 2039

40. I see artisanal deep expertise being
respected even in the future.

41. Customers will become
designers.
2011 to 2039

42. Transactions will become
the engine for design.

43. Leadership will be more and more
about the purpose of design.
2016 to 2039

44. We, as designers, are accountable
for leaving the world for better.

45. Thank you!
@ediootti