Kevin McCullagh argues that the future designer will have to take on the role of synthesizer:
Kevin McCullagh is a director of Plan, a product strategy consultancy based in London. He has consulted to design, marketing and corporate strategy departments of brands including: Ford, HP, Nokia, Orange, Samsung, Shell, Strategos, Unilever and Yamaha. Kevin also writes, speaks and broadcasts on design, technology and society. His background spans design, marketing, engineering and academia.