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?”
Fascinatingly, one of the other big complaints people had about agile is no iteration. I don't understand how being in an agile environment makes people less iterative, but somehow that seems to be the case. And I think it's because people misunderstand and think that agile is just about putting features out faster, and not about the important part, which is getting something in front of users faster so that you can get feedback on it and make it better.
People are afraid to let design have time to actually figure out the right thing to make, because "whatever will the engineers do?" – fuck you, there's plenty for the engineers to do. Go fix some technical debt. Go fix those 700 bugs that you de-prioritized or marked as won't fix because you're an asshole.
I'm sorry, I love engineers. I don't know why I'm yelling at them. But you know, there's plenty for the engineers to do. There's all sorts of cleanup. They can work on dev-ops stuff! They can work on their build process! Make it faster! I'm not worried about keeping the engineers busy. If you think that the only thing that engineers can do is build yet another stupid feature that nobody is going to use, then you're a garbage designer and you should quit.