Today, we're releasing our first dMASS video!  Design Matters: Doing Better with Less is a short but powerful animated story about using design to create sustainable wealth, and it provides essential insights into the future of business and innovation.

We tend to think that innovation stems from individuals making random discoveries.  The truth is, there’s a pattern to discovery, an underlying trend driving innovation in a specific direction.  It is humanity’s progressive ability to do more with less - to generate more wealth-producing benefits for more people with fewer resources - and it is the key to successful design, innovation, and business strategy.  Nothing is more vital to creating a sustainable future.

You’ve probably noticed this trend toward more with less in certain industries, like information technology.  (We’re all familiar with the story of the room-sized mainframe computer morphing into the tiny tablet.)  But it’s a much bigger trend, and it reaches back thousands of years.

Nowhere is it more evident than in the design of bridges.  People have used bridges as tools to create wealth – to access resources, to trade with others, to enable migration – for millennia.  Over time, we’ve found ways to build longer and stronger bridges that require fewer tons of material resources.  In other words, we’ve been able to progressively create more benefits with fewer resources.

From the first arch, which might have started as a simple hole punched out of a pile of stone, to modern, single-wire suspension bridges that span miles, to future bridges that might be held up by nanowires so thin they’re invisible, the history of bridges provides insight into the coming economic and technological revolution.

In the video, Howard J. Brown takes a story he originally heard Buckminster Fuller tell and applies it to 21st century business and design.  He explains the principle of dMASS and why it is the only viable path to economic progress in a world with resource constraints and a growing population.

We know you’ll enjoy the video.  Please help us share it with friends and colleagues through email, Facebook, and Twitter (@dmass_net, #dMASS).  And tell us what you think.

15 Comments