“There is a tendency to view the site, the poster, the logo or the product as the purpose of design when it is not. We will only make design a force in creating the future if we see it not as an end in itself, but as a tool, a medium, a lever in a process of ongoing transformation—and if we take full responsibility for the transformation we engender. “What will we accomplish with this?” is the question we must never forget ask, and to honestly answer. That will be the work of the designer of the future.” –Cheryl Heller