My Grandfather was an engineer.
Part of the transportation system. He built bridges. Big ones, really big ones, and lots of small ones. Connected people who for generates lived apart divided by the land and water.Helped out when other people's bridges fell down to understand why. Where the math and logic failed. Understood what it took for the math and logic to work logiclly for the people who used them.
He was just an engineer. Built things that helped vehicles and people move around. Pretty simple.
Going chaotically from a global masterbrand strategy meeting, to a TV film production meeting to a social media architecture session it becomes clear our industry is pretty simple. Despite all the silly titles, hierarchy, hype and pomposity, we all do one of two things.
There are engineers. The people who make the ways for ideas to get around.
There are the designers - the people who create and design the ideas that get around via the engineering.
The good ones are creative in their problem solving. The bad ones steal, repeat, are fearful and work within the system we know. True to engineers or designers.
Seems like we are all deciding whether we are engineers or designers, too many trying to do both or ignoring the existence of the other. Designers trying to engineer. Engineers trying to design. Some do spectacularly, most face spectacular failure.
Pick a side, and then it all seems to make a lot more sense. Then shake the hand of the other side and go off and make something spectacular.