The Three Design Evasions The opposite of design, then, is the failure to develop and employ intent in making creative decisions. This doesn’t sound hard, but, astonishingly, no other leading tech company makes intentional design choices like Apple. Instead, they all commit at least one of what I term the Three Design Evasions:
He goes on to explain in detail about Preserving, Copying, and Delegating. This is one of the most cogent and precise explanations I’ve seen of what makes a good design process, and what cripples one.