The Farce that is Human-Centered Design (HCD)
The very nature of design demands that we consider an end user and his or her experience with our work. If you haven't been practicing human-centered design all along, you've been doing it wrong.
We often think of equity as a financial term, but we can apply it to brands, as well. We gain equity through smart investment. Sometimes, we're rewarded for risk while other times, it pays to err on the side of caution.