Design is Leadership Essay Community Workshops

� 2015 Bruce Mau

   2  24HRS2MassiveChange ™ • DESIGN IS LEADERSHIP

DESIGN IS LEADERSHIP a systematic critical method to create and explore

solutions — doesn’t begin until college.
When most of us hear the word “design,” we think of a fancy
object of some kind. We imagine something visual, expensive, In the lower grades we educate our children to stop their creativity,
that is the work of a singular artist — the designer. However, if take their brains apart, and separate science and art. Students
we listen closely to our everyday language, we hear about a learn that they are not creative, not capable of creating beauty,
different kind of design that is common to all of us, design that rather than learning the methodology of design and seeing the
is important to our every day lives and experiences, and most holistic patterns underlying the universe and all the creative and
importantly, design that is critical to a positive prosperous future. inventive practices. Einstein once said, “If creativity survives
formal education, it’s a miracle.” In my daughter’s grade six
When we listen carefully, we hear people use the word “design” class, she has 38 minutes for art. What more needs to be said?
to describe planning events and processes, developing solutions
and agreements, creating methods and experiences. In fact, design When she gets to college, design education will still be hopelessly
is at the heart of the way we live and work. Design is not fancy old fashioned. Design will be an isolated practice mostly not
expensive things — design is what makes an airplane fly, and a taught across the university, and creativity will be structured by
cell phone work, and the lights turn on, and the water come out visual media, as if artists who make paintings couldn’t possibly
when you turn on your faucet. Design is how we succeed. be interested in digital networks or industrial products.

And yet, we have almost no public understanding of design. As for the experience of education itself — here we seem to be
No agreed upon definition. There is practically no education in allergic to design. In fact, if the experience is not bad, if the
design. Even in business, ostensibly the engine of our economy student isn’t suffering, we suspect the quality of the product.
— where new, design-led companies like Google, Apple, and The dominant technology of education is still the blackboard.
Pixar, as well as some the world’s greatest brands like Herman
Miller and Coca-Cola, have used design to lead the way in the DESIGN IS CRITICAL IN BUSINESS.
creation of wealth — design still remains a dark art, a mysterious Strangely, for the most part business culture is not a design
unquantifiable practice with little or no repeatable methodology culture. Business is a culture of control, contracts, accounting,
that rarely takes a seat at the boardroom table. cubicles, efficiency, and the mitigation of risk. Business is a
legalistic, administrative culture. Not surprisingly, since it is
DESIGN IS CRITICAL IN EDUCATION. produced by legalistic, administrative people with MBA degrees:
Unfortunately, in most of the world, design education — the ability Masters of Business Administration. They are precisely
to think holistically about problems as opportunities, and apply that — administrative thinkers.
� 2015 Bruce Mau
   3  24HRS2MassiveChange ™ • DESIGN IS LEADERSHIP

In the industrial era, administration was paramount. Companies Design thinking — using the methods of design analysis and
innovated once, and then faced the challenge of repeating their creativity to understand a problem as an opportunity and
way to scale — an administrative challenge. MBAs, unable to creatively iterating multiple disruptive solutions — is the future of
create but great at counting — were the perfect fit to sell more business. If you don’t have a design business you may not have
things to more people more often for more money. All regardless a business at all.
of the “external” costs — the real cost and impact on the ecology
and society that sustains us — a gross deficit in holistic thinking. DESIGN IS CRITICAL IN GOVERNMENT.
When it comes to design in government, it is practically non-
Design, on the other hand, is a culture of ideas, creativity, holistic
existent. Most governments around the world are using systems
thinking, invention, and leadership. In fact, design is leadership
and structures that are HUNDREDS OF YEARS OLD. While the
— imagining a vision of a desired future and systematically
market races ahead, voluptuously inventing new products,
working to realize that vision. Design is a disruptive force,
services, capacities, connectivity, and ways of gaming the
creating entirely new products, services, networks, and ways of
regulatory systems at higher and higher speed — our design of
thinking and doing things. When design thinking began to be
regulation is critically outmoded.
developed and applied as a business method, the old-fashioned
MBA business thinking was caught flat-footed. Entirely new To change that will require the greatest design effort in the history
competitors emerged where before there were none. of the world. We must overcome the images of fear and division
that dominate the media landscape, and develop new ways of
Apple — ostensibly a computer company, took down the archaic
collectively designing our future. If we are ever to accomplish a
recording industry and designed a new economy of music and
positive future that is different from our past, we will need design
entertainment.
methodology to reinforce stability so that we can embrace
Samsung — a parts supplier for Sony, embraced and applied innovation. The paradox of design innovation is that it has the
design, and in less than a decade usurped its client to become potential to make change understandable and directed, rather
a leading global technology brand. than random and frightening.

Pixar — combined the design capacities of Hollywood and

Silicon Valley to reinvent animation and produce 10 consecutive 2015 Massive Change Network
number one hits, a feat never before accomplished. � 2015 Bruce Mau

All rights reserved. This material may not be published, broadcast, rewritten or redistributed in whole
The idea of a stable context — and the strategy of innovating once or part with out the express written permission.

and scaling — is over. Every business is now a design business. 24HRS2MassiveChange™

Massive Action™
� 2015 Bruce Mau
   4  24HRS2MassiveChange ™

#1 DESIGN IS LEADERSHIP

FIRST, INSPIRE.
DESIGN IS LEADERSHIP.
LEAD BY EXAMPLE.
LEAD BY DESIGN.

� 2015 Bruce Mau

   5  24HRS2MassiveChange ™ • #1 DESIGN IS LEADERSHIP

We each have the power to inspire.

To inspire we must do two things:
first, be open to possibility.
Second, live with purpose and ideals.

Everything we do — how we live,

how we use energy, how we produce things,
should be measured against the purpose and ideals.
Where there are contradictions,
we should be open about them,
and work toward solving those problems.

� 2015 Bruce Mau

   6  24HRS2MassiveChange ™

#2 BEGIN WITH FACT BASED OPTIMISM

OUR MOMENT IN HISTORY IS

THE BEST TIME IN HUMAN HISTORY
TO BE ALIVE AND WORKING.

� 2015 Bruce Mau

   7  24HRS2MassiveChange ™ • #2 BEGIN WITH FACT BASED OPTIMISM

British historian Arnold Toynbee wrote,

“The twentieth century will be chiefly remembered
by future generations not as an era
of political conflicts or technical inventions,
but as an age in which human society
dared to think of the welfare of
the whole human race
as a practical objective.”

� 2015 Bruce Mau

   8  24HRS2MassiveChange ™ • #2 BEGIN WITH FACT BASED OPTIMISM

This quotation launched the idea of

Massive Change at the Institute without Boundaries.
Even though our media often emphasizes violence
and conflict, the real story of our time is cooperation,
collaboration, connection, and the creation of global
systems of communication and human development.
More people than ever before are able to
experience the beauty and diversity of our world.
Not by some slight margin —
by a radical long shot.

� 2015 Bruce Mau

   9  24HRS2MassiveChange ™

#3 QUANTIFY AND VISUALIZE

SEEING IS BELIEVING.
DESIGN IS A METHODOLOGY
THAT BEGINS WITH ANALYSIS AND
WORKS TOWARD SOLUTIONS.

� 2015 Bruce Mau

   10  24HRS2MassiveChange ™ • #3 QUANTIFY AND VISUALIZE

Change is measurable and seeing is believing.

We are entering the era of big data, and things that we

think of as qualitative can be understood quantitatively:
social movements, moods, conversations,
emotional interactions.
The importance for design cannot be overstated —
we can only see the data and the computational
mechanics behind it if we design a visual interface for it.
That visual interface defines problems and charts our
progress as we develop and implement solutions.
Visualizing what is typically hidden makes it more social,
more democratic, and more open to innovation.
� 2015 Bruce Mau
   11  24HRS2MassiveChange ™

#4 SCALE FOR IMPACT

DEMOGRAPHICS IS THE BIGGEST DIFFERENCE:

A FIVEFOLD INCREASE IN GLOBAL POPULATION
IS THE MOST IMPORTANT FACT OF THE LAST CENTURY.

� 2015 Bruce Mau

   12  24HRS2MassiveChange ™ • #4 SCALE FOR IMPACT

The global population is growing

by 200,000 a day,
8,333 an hour,
and 138 every minute.

Nothing changes the ecological impact

of human society more than the radical increase
in population over the last century.

� 2015 Bruce Mau

   13  24HRS2MassiveChange ™ • #4 SCALE FOR IMPACT

At less than a billion people,

the scale of our population for most
of history, what we did and how we lived
was ecologically inconsequential.

Today, with a global population over seven billion,

increasing at roughly a million every week, everything
matters: the energy we use, the food we produce,
the things we make and sell, the way we spend our time.
Anything that is not designed for perpetuity
— sustainably — is no longer plausible at this scale
in the long term. Think about what you are
designing and how it would impact a billion people.
� 2015 Bruce Mau
   14  24HRS2MassiveChange ™

#5 WE ARE NOT SEPARATE FROM OR ABOVE NATURE

WE ARE ONE HUMAN FAMILY,

PART OF AND DEPENDENT ON
THE ONE LIVING SYSTEM
ON OUR PLANET: LIFE.

� 2015 Bruce Mau

   15  24HRS2MassiveChange ™ • #5 WE ARE NOT SEPARATE FROM OR ABOVE NATURE

The idea that we are above nature

—that we have dominion over it, and that it
is endlessly abundant—is a dangerous relic
of an age of arrogance and ignorance.
We are part of nature; we depend on ecological
systems to sustain us. Our approach to everything we do,
design, and produce must be informed by this knowledge.

For most of our recorded history we set

ourselves apart from nature. Recently, the science of
genetics has set the record straight.
We now know that life on this planet
is an ongoing experiment in myriad form
and we are merely one of those forms.
� 2015 Bruce Mau
   16  24HRS2MassiveChange ™

#6 SKETCH: HEY EVERYBODY LETS FAIL!

FAILING FAST IS THE HEART OF

THE DESIGN METHOD.
BUT FAILING BIG IS FAILING TO DESIGN.

� 2015 Bruce Mau

   17  24HRS2MassiveChange ™ • #6 SKETCH: HEY EVERYBODY LETS FAIL!

Design is not about what you ALREADY know.

Design is a LEARNING METHOD

that allows you to explore failure in
a safe context that doesn’t cost you big time.

Design is a method of rigorously

exploring failure to get through to success.

� 2015 Bruce Mau

   18  24HRS2MassiveChange ™ • #6 SKETCH: HEY EVERYBODY LETS FAIL!

How do we fail fast? We sketch.

Sketching is a practice. Like meditation.

You need to learn it to do it.
But more importantly, you need to do it to learn it.
The reality of design is sketching and prototypes.
Iteration. The messy and fun work of design.
The bad news is that it really is a lot of work.

� 2015 Bruce Mau

   19  24HRS2MassiveChange ™

#7 THINK FOREVER DESIGN FOR PERPETUITY

THINK FOREVER.
SUSTAINABILITY IS THE BASELINE.
WE NEED TO RE-IMAGINE AND REDESIGN
EVERYTHING WE DO.

� 2015 Bruce Mau

   20  24HRS2MassiveChange ™ • #7 THINK FOREVER DESIGN FOR PERPETUITY

Just like the earth’s ecosystems,

design principles are all interconnected.

� 2015 Bruce Mau

   21  24HRS2MassiveChange ™

#8 DESIGN THE INVISIBLE

DESIGN THE INVISIBLE.

MOST DESIGN IS NOT VISUAL.
THE NEW DESIGN IS MOSTLY INVISIBLE,
DEEPLY INTEGRATED INTO COMPLEX SYSTEMS
THAT SUPPORT OUR WAY OF LIFE.
� 2015 Bruce Mau
   22  24HRS2MassiveChange ™ • #8 DESIGN THE INVISIBLE

Contrary to popular belief,

most design is not visual.

Design is everywhere—if you know where to look.

Much of it is invisible, deeply integrated into
every aspect of our daily lives.
In going beyond the surface,
designers can reimagine and re-engineer
the hidden systems behind cultural,
economic, and environmental structures.

� 2015 Bruce Mau

   23  24HRS2MassiveChange ™

#9 DESIGN THE INVISIBLE

DESIGN IS THE ALLOCATION OF RESOURCES.

DESIGNING THE BUDGET SETS YOUR AGENDA.

� 2015 Bruce Mau

   24  24HRS2MassiveChange ™ • #9 DESIGN THE INVISIBLE

We need to revolutionize economic thinking

to consider the broader implications of our actions.
We must learn a lesson from the natural world
— every output is an input. Waste equals food.

By approaching economy in this way,

we align the most intelligent, sustainable practices
with solid business objectives.
We reduce costs, reduce energy, reduce materials
— all good for business and
good for the environment, too.

� 2015 Bruce Mau

   25  24HRS2MassiveChange ™

#10 BE WHOLE BRAIN CREATIVE IT’S A SKILL AND A TALENT

BE FULLY CREATIVE.
DESIGN WHERE THE CULTURES OF
SCIENCE AND ART COME TOGETHER
IN A WHOLE-BRAIN PARTNERSHIP.

� 2015 Bruce Mau

   26  24HRS2MassiveChange ™ • #10 BE WHOLE BRAIN CREATIVE IT’S A SKILL AND A TALENT

Everything we design demands

the synthesis of art and science:
both halves of our brains.
Nothing we do can succeed without synthesis.
Our work must rest on a scientific
foundation and embrace technological capacity.
However, no matter how technically ingenious,
our design solutions will only succeed
if they also inspire us with their beauty.

To work as designers committed to Massive Change,

we must master the synthesis of
Art + Science = Design.
� 2015 Bruce Mau
   27  24HRS2MassiveChange ™

#11 COMPETE WITH BEAUTY

THE CLASSICAL FORMAL DIMENSIONS OF DESIGN

—COLOR, CONTRAST, PROPORTION, SHAPE—
ARE POWERFUL TOOLS IN
THE DESIGN OF MASSIVE CHANGE.

� 2015 Bruce Mau

   28  24HRS2MassiveChange ™ • #11 COMPETE WITH BEAUTY

THE TEN MOST IMPORTANT DIMENSIONS OF BEAUTY IN DESIGN:

Color Connects to emotions through a powerful unspoken language.

Contrast Clarifies the relationship between figure and ground and establishes difference.

Proportion Relates one thing to another. It is the mathematics of formal design.

Shape Carries the many associations of forms old and new.

Material Tells a story about who we are, where we came from, and what we’re made of.

Texture Adds dimension to surface. It is the interface between the body and the object.

Typography Shapes our perception of textual content. It inflects what we see and how we see it.

Time Alters objects and how we experience them.

Image Invites us into new universes through visual conventions.

Content Stands as the foundation of meaning behind visual forms.

� 2015 Bruce Mau

   29  24HRS2MassiveChange ™

#12 DESIGN YOUR OWN MADONNA CURVE

WE ARE HARDWIRED FOR CHANGE.

DESIGN THE CHANGE TO WIN AND WIN.

� 2015 Bruce Mau

   30  24HRS2MassiveChange ™ • #12 DESIGN YOUR OWN MADONNA CURVE

Our nervous system evolved in a context

where the ability to notice change meant
the difference between life and death.
We still work with that basic equipment
— this explains our need for constant innovation.
It also explains why we stop seeing things
that remain static over time — things that stay
the same become invisible to
a nervous system tuned to change.

� 2015 Bruce Mau

   31  24HRS2MassiveChange ™ • #12 DESIGN YOUR OWN MADONNA CURVE

To produce the effect of the Madonna Curve,

designing the difference is key.
It’s named after the pop star for
her capacity to alter her image and stay popular.
However radical the visual difference,
she is always Madonna.

� 2015 Bruce Mau

   32  24HRS2MassiveChange ™ • #12 DESIGN YOUR OWN MADONNA CURVE

Mastering the algorithm of sameness and difference

is the challenge of new dynamic design practice.

VISIBILITY

TIME

� 2015 Bruce Mau

   33  24HRS2MassiveChange ™

#13 BREAK THROUGH THE NOISE

FOCUS YOUR RESOURCES TO GET

ABOVE THE DIN OF COMPETITION.

� 2015 Bruce Mau

   34  24HRS2MassiveChange ™ • #13 BREAK THROUGH THE NOISE

Below the cultural noise level, there is

a linear relationship between work and visibility.
One unit of work produces one unit of awareness.
If you want two units of visibility,
you have to do two units of work. But once we
break through the noise, that function goes nonlinear.
The return on investment above the noise accelerates.

NOISE LEVEL
VISIBILITY

THE HUBBUB

WORK=$
� 2015 Bruce Mau
   35  24HRS2MassiveChange ™

#14 DESIGN THE NEW NORMAL

WE SEEK STABILITY
AND FOLLOW SOCIAL NORMS.
REINFORCE STABILITY TO FOSTER CHANGE.

� 2015 Bruce Mau

   36  24HRS2MassiveChange ™ • #14 DESIGN THE NEW NORMAL

Design the new normal:

we seek stability and follow social norms.
But what if our stability were designed
around change and adaptation?

Design for the reptilian brain.

Don’t rely on reason.
Motivate and inspire.
Make it clear. Make it simple. Make it easy.
Make it normal. Make it safe.

� 2015 Bruce Mau

   37  24HRS2MassiveChange ™

#15 NEW WICKED PROBLEMS DEMAND NEW WICKED TEAMS

COMPLEX NEW CHALLENGES

DON’T FIT THE OLD DISCIPLINES.
THEY DEMAND DIVERSE EXPERIENCE AND TALENT.
THE RENAISSANCE TEAM IS THE ANSWER.

� 2015 Bruce Mau

   38  24HRS2MassiveChange ™ • #15 NEW WICKED PROBLEMS DEMAND NEW WICKED TEAMS

Leonardo da Vinci (1452–1519) is the prototype

of the Renaissance man. He worked as an artist,
scientist, mathematician, typographer, botanist, engineer,
and architect. Da Vinci designed maps, armaments,
strategies, flying machines, drawings, paintings,
sculptures, and anatomical studies.

It is no longer possible to be a Renaissance person.

The bodies of scientific and cultural knowledge are
now so deep and vast that the idea of mastering and
contributing to multiple disciplines is simply not plausible.
In fact, the paradox of knowledge is that the more we know
about the universe, the more we realize we don’t know.
� 2015 Bruce Mau
   39  24HRS2MassiveChange ™ • #15 NEW WICKED PROBLEMS DEMAND NEW WICKED TEAMS

But working together, we can design beyond boundaries.

Learn to be a Renaissance Team Player.
There are seven qualities you will need to develop
and demonstrate to make the team.

1. Cultivate a deep expertise.

2. Exercise a constant curiosity about
other knowledge, culture, and world views.
3. Listen.
4. Be willing to lead (if necessary and if it feels right).
5. Don’t be afraid to follow.
6. Always maintain an outlier perspective.
7. Have courage to express your imagination.
� 2015 Bruce Mau
   40  24HRS2MassiveChange ™

#16 DESIGN THE TIME OF YOUR LIFE

DESIGN THE TIME. DESIGN THE EXPERIENCE.

EVERY OBJECT UNFOLDS IN TIME.
SCHEDULES ARE A FORM OF DYNAMIC DESIGN.

� 2015 Bruce Mau

   41  24HRS2MassiveChange ™ • #16 DESIGN THE TIME OF YOUR LIFE

Time is much more valuable than money.

A dynamically designed schedule sets the agenda
for the rest of the design process.
Design an efficient experience
for yourself and your collaborators.

You have permission to design

the life you want to live. Life is long.
Design today for the long haul.

� 2015 Bruce Mau

   42  24HRS2MassiveChange ™

#17 THINK LIKE YOU ARE LOST IN THE FOREST

ALWAYS BE ENTREPRENEURIAL.
SCAN THE WORLD FOR POSSIBLE SOLUTIONS.
DESIGN IS THE CORE OF THE ENTREPRENEURIAL METHOD.

� 2015 Bruce Mau

   43  24HRS2MassiveChange ™ • #17 THINK LIKE YOU ARE LOST IN THE FOREST

There is a fundamental difference between a picnic in

the countryside and wandering lost in the forest.
When we’re on a picnic, the environment is merely
background. But when we’re lost in the forest,
the environment is foreground and every piece of
information could mean the difference between
life and death. We process information consciously,
as knowledge-hunters rather than pleasure-seekers.
Everything around us could be a clue or
a solution to our predicament.
That experience of scanning for advantage is how
an entrepreneur—and a design thinker—thinks.
� 2015 Bruce Mau
   44  24HRS2MassiveChange ™

#18 DESIGN WHAT YOU DO TO TELL YOUR STORY

DESIGN WHAT YOU DO TO TELL

THE STORY YOU WANT TO BE KNOWN FOR.
THERE IS NO LONGER BACK OF HOUSE.
WORK AS IF EVERYONE CAN SEE EVERYTHING.

� 2015 Bruce Mau

   45  24HRS2MassiveChange ™ • #18 DESIGN WHAT YOU DO TO TELL YOUR STORY

At their best,
people are multifaceted and complex.
The design process should be too.

� 2015 Bruce Mau

   46  24HRS2MassiveChange ™

#19 DESIGN THE PLATFORM FOR CONSTANT DESIGN

DESIGN FOR CONSTANT DESIGN.

LEARN FROM IMPLEMENTATION.
DESIGNING WITHOUT EXPERIENCING
THE IMPACT IS MISSING THE POINT.

� 2015 Bruce Mau

   47  24HRS2MassiveChange ™ • #19 DESIGN THE PLATFORM FOR CONSTANT DESIGN

In an iterative design process,

you can learn from the solutions you implement
to inform the next generation of designs.
Designing for a one-time result misses out on
the potential for critical feedback.

The real design project is not the object you are producing,
or the first version of the solution—no matter how brilliant.
You are not going to get it right the first time,
and there is always room for improvement.
The real design project is a platform that
encourages the continuous development of ideas.
This is design for constant design.
� 2015 Bruce Mau
   48  24HRS2MassiveChange ™

#20 DESIGN FOR THE POWER DOUBLE DOUBLE

WE ARE EXPERIENCING A POWER DOUBLE DOUBLE:

POWER TO DESIGN THE WORLD
× POPULATION GROWTH
= MASSIVE CHANGE.

� 2015 Bruce Mau

   49  24HRS2MassiveChange ™ • #20 DESIGN FOR THE POWER DOUBLE DOUBLE

By providing new tools for design

to billions of people around the world we have
generated a POWER DOUBLE DOUBLE:
(Human Capacity) × (Human Quantity)
= Massive Change.

Multiply this EXPANDING CAPACITY to shape

the world through the application of new design tools,
by the EXPANDING QUANTITY of people in the world,
and you get the Power Double Double.

� 2015 Bruce Mau

   50  24HRS2MassiveChange ™ • #20 DESIGN FOR THE POWER DOUBLE DOUBLE

Doubling our technological capacity

every twelve months generates a nonlinear expansion
of our design capacity to shape the world.
When that expanding power is multiplied by
an exponential increase in global population
the result is the greatest opportunity
for development in human history.
When billions of designers are able to connect
to one another, we learn to collaborate, innovate,
and design solutions to our greatest challenges.

� 2015 Bruce Mau

   51  24HRS2MassiveChange ™

#21 DESIGN FOR THE IMPACT DOUBLE DOUBLE

WE ARE ALSO EXPERIENCING AN IMPACT DOUBLE DOUBLE:

POWER TO CONSUME
× POPULATION GROWTH
= MASSIVE IMPACT.

� 2015 Bruce Mau

   52  24HRS2MassiveChange ™ • #21 DESIGN FOR THE IMPACT DOUBLE DOUBLE

The flipside of the power double double

is the impact double double:
(Individual Consumption) × (Population Growth)
= Massive Challenge.

� 2015 Bruce Mau

   53  24HRS2MassiveChange ™ • #21 DESIGN FOR THE IMPACT DOUBLE DOUBLE

While the potential for Massive Change

is extraordinarily hopeful, we also face
the very real challenge of a global population
looking to experience the material
culture and status of advanced economies.
If seven billion people seek to replicate
the wasteful consumption and inefficient lifestyles
of the west, the impact will be staggering.

This challenge presents a field of design opportunities:

The IMPACT DOUBLE DOUBLE.

� 2015 Bruce Mau

   54  24HRS2MassiveChange ™

#22 WORK ON WHAT YOU LOVE

BE TRUE TO YOUR OWN LIFE AND ENERGY

—WORK ON WHAT YOU LOVE.
AS HUMANS, WE SEEK BEAUTY AND PLEASURE.
BEYOND OUR NEEDS FOR BASIC SURVIVAL,
WE MOVE TO THE LIGHT OF GENIUS AND JOY.
� 2015 Bruce Mau
   55  24HRS2MassiveChange ™ • #22 WORK ON WHAT YOU LOVE

Nothing accelerates learning and action

more than purpose and passion.
Be true to your own energy and life.
Beyond our needs for basic survival,
we move to the light of genius and joy.

� 2015 Bruce Mau

   56  24HRS2MassiveChange ™

#23 SEARCH FOR THE WORST

THE BIGGEST PROBLEMS ARE

THE GREATEST OPPORTUNITIES.

� 2015 Bruce Mau

   57  24HRS2MassiveChange ™ • #23 SEARCH FOR THE WORST

Always search for the worst.

Designers turn problems upside down:
if bad is good, terrible is awesome!
The biggest problems are the greatest opportunities.

� 2015 Bruce Mau

   58  24HRS2MassiveChange ™

#24 THOSE WHO DO, TEACH GET OUT THERE AND DO

BEGIN ANYWHERE.
DO IT NOW.

� 2015 Bruce Mau

   59  24HRS2MassiveChange ™ • #24 THOSE WHO DO, TEACH GET OUT THERE AND DO

We began with the idea

that we each have the power to inspire,
and the best way to achieve our potential
is to live by a set of values that demonstrate integrity,
respect, and the genius of the human spirit
to make our future better than our past.
By embodying these ideals,
and teaching even one person,
you will be doing things right and doing the right things—
not as an extracurricular, but as a way of life.
This is a philosophy of abundantly, equitably,
living together with the rest of life.
� 2015 Bruce Mau
   60  24HRS2MassiveChange ™ • #24 THOSE WHO DO, TEACH GET OUT THERE AND DO

“Education is the point at which we decide whether

we love the world enough to assume responsibility for it
and by the same token save it from the ruin which,
except for renewal, except for the coming of
the new and young, would be inevitable.
And education, too, is where we decide whether
we love our children enough not to expel them
from our world and leave them to their own devices,
not to strike from their hands their chance of
undertaking something new, something unforeseen by us,
but to prepare them in advance
for the task of renewing a common world.”

—Hannah Arendt, 1968

� 2015 Bruce Mau