I don't start with a design objective, I start with a

Host: The room feels calm, the soft evening light casting shadows on the walls as the outside world slows. Inside, the atmosphere is reflective, as though the conversation is about to touch on something deeper. Jeeny sits at the table, her fingers lightly tracing the rim of her mug, her expression thoughtful. Jack stands near the window, arms crossed, looking out at the street below.

Jeeny: (her voice gentle, yet filled with curiosity) “You ever think about how we approach the work we do? How often we focus on the result or the outcome, but we forget about the true purpose behind it?”

Jack: (glancing over at her, his voice dry, but intrigued) “Purpose over result? I’m guessing you mean focusing on the intent or message rather than just the finished product?”

Jeeny: (nodding, a small smile forming as she shares her thought) “Exactly. I was thinking about something Mike Davidson said: ‘I don’t start with a design objective, I start with a communication objective. I feel my project is successful if it communicates what it is supposed to communicate.’ It made me realize how much of what we create is about the message we want to convey, not just the end result or the surface-level outcome.”

Jack: (pauses, considering her words carefully) “So, he’s saying that before anything else, the focus should be on communication? Whether it’s design or any other project, the goal is to first understand what you’re trying to communicate and then build from there?”

Jeeny: (smiling more deeply now, her eyes steady as she explains further) “Exactly. Davidson is emphasizing that the purpose of the work—whether it’s a design, a project, or any creative endeavor—is to communicate something clearly. It’s not just about aesthetics or creating something beautiful, it’s about ensuring that what you make communicates its message, intent, and value effectively.”

Host: Jeeny’s words seem to settle in the room, deepening the conversation about the true purpose behind any project. Jack stands still, his expression softening as he processes the idea that success in any creative work comes not from the final appearance or outcome, but from how well it conveys the intended message. The world outside continues its rhythm, but inside, the conversation feels rooted in a deeper understanding of communication and intention.

Jack: (his voice quieter now, almost reflective) “I see what he means. It’s easy to get caught up in the product, in the final result, but what really matters is the message behind it. If it communicates clearly, if it does what it’s supposed to, then it’s successful, no matter how it looks.”

Jeeny: (nodding, her voice calm, yet filled with quiet strength) “Exactly. The power of what we create lies in the communication. Whether it’s a design, a piece of writing, or even a conversation—it’s not enough to simply create something. It has to serve its purpose and communicate the right message. That’s what makes it effective.”

Jack: (pauses, a small smile forming on his face as the idea settles in) “It’s a reminder that everything we make has a deeper purpose. The success isn’t in the final product alone—it’s in how well it serves that purpose, how well it communicates what we set out to express.”

Jeeny: (smiling warmly, her voice gentle, yet filled with insight) “Exactly. And that’s why it’s so important to stay connected to the intent behind everything we do. When we focus on communication first, we ensure that what we create is meaningful, not just in its appearance, but in its impact.”

Host: The room feels lighter now, as though the conversation has shifted into something more empowering, more aligned with purpose and intention. Jack turns from the window, his posture more relaxed, his thoughts clearly reflecting on the power of communication in everything we create. Jeeny watches him, content in the knowledge that true success in any project comes from staying connected to its message and purpose. The world outside continues its rhythm, but inside, there’s a shared understanding that the value of any creation is not just in its form, but in how well it communicates its intended meaning.