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Personal digression: one of the design firms that I have been watching with keen interest is Seigel & Gale (US) because they have met the strategic thinking challenge head-on by incorporating MBAs into design teams. In their own words, these people "help unify a company's communications, drive its behavior, and marshal its people behind the unique personality, principles, and goals they share."

Now, what was I saying? Lucy decided to forego an honours year in the Edinburgh University design program in favour of business administration. Les Leahy of Cato Design was influential in this decision (which tells you a lot about what Cato Design Inc. thinks of the future of design consultancies).

I am reminded of the words of a senior partner at the Boston Consulting Group (the management consultancy I worked with previously and am now back with). He said, "we expect to be terrified by each new group of recruits - terrified by their ability and knowledge - and that is a good thing." If a company or community is to keep pace in this crazy, rapidly evolving world, then being 'terrified' by each successive generation of members is a great way to ensure that that happens.

Lucy is one of Australia's next generation of designers and design managers. These people will spring fresh into our design community with the skills, knowledge, passion for learning and fearlessness to meet and work with clients on their own turf.

Rob Black (AGDA's webmaster, with a background in computing and a Swinburne graphic design graduate), Martine Zajacek (AGDA QLD President, leader, coach and communicator extraordinaire) and David Ansett (partner in Storm Design and Advertising and recent instigator of a conference for young Melbourne designers) are other examples of the new generation. They are all recognising the importance of skills beyond design. There are many more and their ranks are growing.

Think of the power that will result when the depth of design language, craft and expertise of people like Ken Cato, Gary Emery, John Nowland, Lynda Warner and others is fed into this new generation!

Even if these extraordinary people stumble as they climb a very steep learning curve, the spirit that they embody should be recognised, encouraged and supported. If you're a studio owner who in the near future comes up against this kind of designer in a competitive situation, at least be grateful that they are actively driving the Australian business community's appreciation of design with the management and communication skills that this design community needs.

Am I 'terrified'? You bet!

Am I excited? Totally!

"Dear Andrew,

Your article "I have seen the future" gives voice to my dilemma recently.

Twelve months ago I left full time employment to work for myself. Today I am running a design business, which I've got to say, puts me on trial daily. Every day I balance design with business practice. In esseance EVERYTHING is accountable.

The practicality of design practice is paramount to a successful solution both to our client and to ourselves. Which takes me back to your point about business administration. As we serve our clients with ideological comparisons, design practice (and sometimes education) and needless to say our passion for delivering solutions, we are in business too. In business to compete, in business to serve, in business make money and in business to grow!. And nothing is not accountable in the process. And design is just a small part of the mix. It certainly is not the mix itself.

Whilst I practice my mantra every day particularily in times of severe stress "Design is the means to an end, not the end in itself." I am confronted with that very severe learning curve of balancing design with running a business and in turn delivering good design to a tectonic market.

Like good cop, bad cop, design practice and business practice go hand in hand. Every designer will grow to understand at some point. For me it's a start. And yes I am terrified slash excited too.

I've got to say before I go, that I can't help but feeling at times a little cut off, bounded long hours and the "heck where is my life going?" thoughts. Time is precious. Never enough time to plan and practice. Everything on the fly it seems. It's no wonder we talk shop when designers gather! It's like lucid dreaming.

Justin Marden"

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andrew@lam-po-tangcom