My approach to what I do in my job — and it might even be the approach to my life — is that everything I do is the most important thing I do. Whether it’s a play or the next film. It is the most important thing. I know it’s not going to be the most important thing, and it might not be close to being the best, but I have to make it the most important thing. That means I will be ambitious with my job and not with my career. That’s a very big difference, because if I’m ambitious with my career, everything I do now is just stepping-stones leading to something — a goal I might never reach, and so everything will be disappointing. But if I make everything important, then eventually it will become a career. Big or small, we don’t know. But at least everything was important.
A theory of change is the opposite of a theory of action — it works backwards from the goal, in concrete steps, to figure out what you can do to achieve it. To develop a theory of change, you need to start at the end and repeatedly ask yourself, “Concretely, how does one achieve that?”
Design means something even broader now. Sometime around World War II, it came to mean making things that “solve problems.” With the influence of mid-century global social movements and the rise of digital technology, it began to mean making things that are “human-centered.” And as of recently, design doesn’t have to involve making things at all. It can just mean a way of thinking.
Of all these developments, the idea of design as a broadly applicable way of thinking—the idea of “design thinking”—may end up being the most influential…At Stanford’s d.school, as cofounder Robert Sutton has said, “design thinking” is often treated “more like a religion than a set of practices for sparking creativity.”