AI is not a substitute for divergent thinking, and the false certainty it gives will never save you from having to iterate.

Just like an airplane’s time on the runway is still part of the flight, discovery is part of design and must give creative work momentum and direction.

The Waterfall way of “big design up front” is implied to be practiced by some other people, outside the room. Inside the room are only innovators, who are above that kind of thing.

To the people in charge of calendars, there is nothing more alluring than the idea that you can simply know the right thing to do up front, and then do that thing exactly once, never having to budget time for testing or rework.