Because design solutions are always matters of invented choice, rather than discovered truth, the judgment of designers is always open to question by the broader public.
…this notion of the inevitable need to justify to others the ‘rightness’ of the design choices made – is perhaps the most significant implication for the design of strategy processes in business organizations. Because strategic choices can never be proven to be ‘right’, they remain always contestable and must be made compelling to others in order to be realized.
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