About being future focused

I was guiding a cargo ship through a narrow channel called the Buka Passage in Papua New Guinea in the70s (but that’s a story that would take longer to tell). The passage is only about a couple hundred metres wide with a clear view of the shore on both sides, and both were littered with broken glass.

Purpose. What we designed for our customers 

The word purpose is being given a flogging by advertising media right now. I’ve seen staggeringly inappropriate use, but remind myself that the industry will move on and the word will be soon forgotten, at least by them.