Martha Cotton on the growth and influence that design has on business

Martha Cotton takes design thinking as a lens on the larger question the festival keeps returning to: what design owes to the people and places it works among. The talk moves from specific projects toward a broader argument about practice.

Recorded in USA in 2018, the conversation is grounded in Martha's own working method — the compromises, the constraints, and the moments where the work taught them something they didn't expect.

The closing turn is characteristic of the archive: less a conclusion than a provocation, handed to the audience to carry into their own disciplines.