Design, being a creation of new value, needs to shift now. We know this, but we’re still trapped in the world of things. Why can’t we put our big brains to work – turning problems into opportunities, doing better in the world, and dare I say it, leading by example?

I’ve spent too much of my life mentoring startups with ideas that are not thinking big enough, trapped in old thinking, which will result in filling the world with more stuff we don’t need. Each of us is culpable. Each of us is drawn to the new, to things that may enhance our mood or our confidence at the time. But these are things that can end up in the overflowing recycling bins, and bound for charity shops. Before I point the finger, let me admit I fall into this category more often than not. It’s a struggle.

This morning I read that a branch of the Christchurch City Council has contracted a Canadian firm to design a new brand for our city. Whilst an external organisation can often bring insights that we ourselves are not aware of, we ought to be aware that Christchurch already sits on an opportunity to create a real brand story.

What if Christchurch set the standard for new businesses? It would set us apart to ensure that all new or existing businesses attain a level of social and environmental commitment. This is where money could be spent. Instead of funding evermore startup incubators, maybe we could put some of that money into supporting current businesses, and lift the bar for incubators higher.

I know how difficult it is to imagine something that has no physical dimension, and so much of our design process has been focused on physicality over the years. Sports shoes are a case in point. Another example, closer to home, is that of my late brother and his motorcycle. The sheer physicality of the motorcycle excited response and wonder.