The most interactive ingredient of interaction design is human being.

Culture produces rules, but people make new rules and break rules all the time. We talk about “human error” but never about “human credit”.

When we give people credit for their ability to actively intervene in current cultural state of things, we realize that we need to give them a different role in our process.

Research that confirms the prevailing order of things is treated as a substitute marketing decision-making tool. This radically limits the usefulness of our work.

I would rather spend more time imagining a new culture that makes different sense of how people interact with the product, and brand experience.

Our work becomes useful to people when we embrace the human ability to break rules of culture in search of new social possibilities.

This so blatantly visible in digital environment (largely liberated from cultural instructions) and it’s power to radically induce human ability to innovate forms of social interaction.

The inconvenient truth is that a lot of success of digital work happened thanks to our (marketers) ignorance that suspends our so-called “expertise”, which helped us to tolerate the uncertain and let us leave people more space to innovate.

When we enlist consumers as co-conspirators and partners in our effort to inject a brand into a conversation we can focus on making things that can be socially useful.

When we enlist people as the most interactive ingredient of interaction design we can focus on human goals of interaction, regardless if the interaction is physical or digital. 

Our work can give people tools to break some of the walls that culture produces.

It starts from giving human credit.