“The Power of Design” is our new book on the evolution and the role of design on innovation and future creation.

Design has evolved in the past years and became essential when dealing with complex challenges, when accelerating innovation and when fostering creativity. “The Power of Design” speaks about this evolution and the power design has to create desirable futures.

Nowadays it feels like we are currently under a “tsunami of change”. It is likely that your organisation is changing and it is even more likely that it will change a lot more. Media has changed, your job has changed, social interactions have changed, time has changed, the world has changed. In the current scenario, we are left with two options: accept what others propose to us as transformation or roll up our sleeves and become part of the positive change we want to see in this future – that is currently under construction.

“The most common futuristics approaches rely on predictive tools to envision and influence the future. These approaches date back to the world wars when a few organisations – including government and weapon companies – wanted to predict the next steps and take advantage of an ever-changing scenario; what better way to win a war than being able to anticipate the future?”

As designers, we don’t see the future as a destination, but as a spectrum of possibilities that can be influenced but also changed through multiple factors. The future is impossible to predict, that is why “the only way to predict the future, is to create it”.

In this book, we explore how to design desirable futures. As designers of the future, we are dealing with uncertainty and acting as anthropologists of a new world yet to be discovered, but we’re also leaders who are helping to activate a new world that is on the verge of giving birth. We accelerate the time to explore and foster possible and intentional futures.

Design has the power to help you to strategically design the next 5, 10, 30 years for your organisation, society and even your life.

“Designing futures can be a tricky endeavour. Too often future creations are jeopardised because they’re either following an unconscious bias, replicating parameters of the past, following one single voice or point of view, or even just following technological evolution. These flaws in future design can lead us to skewed or dystopian futures.


While working with different designs in desirable futures, ranging from projects with the government to private business to social movements, some principles emerged as macro-guidelines for designing desirable futures.”

The Power of Design speaks on this subject. It intends to show how human beings are natural-born designers and how we can use all of this potential to create a society in which we are happy to live, with systems in which we wish to partake, with business that we want to lead, with services we desire to have and products we are excited to use.

What you will find in this book:

Chapter 1: Humans Are Inherently Designers

Chapter 2: The Evolution Of Design

Chapter 3: Natural x Artificial Design

Chapter 4: Designing Desirable Futures

Chapter 5: Our Approach to Designing Desirable Futures

To download the e-book in its entirety, click here.

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Juliana Proserpio

Juliana is the co-founder of Echos, an Innovation Lab, that is the mother company to the School of Design Thinking – a school that puts innovation in practice – and Echos Innovation Projects – a consultancy for service, business and systemic design. Over the last seven years, Juliana has worked to develop an innovation ecosystem in Australia and Brazil to foster the design of desirable futures and design thinking.

She has more than 10.000 hours working closely with clients on facilitation design, leading a diverse range of projects in industries such as healthcare, finance, education, retail, technology and consumer goods.

Juliana speaks on the power of design to create desirable futures. She spoke at events such as the Global Innovation Summit in San Jose, California, TEDxMaua in Sao Paulo, Brazil, What Design Can Do and the Sydney Design Festival. Juliana has been a judge at the first William Drenttel Award for Excellence in Design since 2015.

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