Absorb What Is Useful, Discard What Is Useless

Hi everyone,

Welcome to this week’s newsletter, where I share the ideas, tools, and insights shaping design, strategy, and creativity today. Inspired by Emma Barratt’s wisdom, this edition is about sharpening our focus—keeping what truly matters and leaving behind the noise.

Whether it’s Emma’s inspiring take on the value of curiosity, the game-changing accessibility of Design+Code, or how to future-proof your branding strategy, there’s something here to help you see things differently and level up.

I’m thrilled to have you here on this journey—let’s dive in, and thank you for making space in your week to explore these ideas.

Enjoy!

1. Emma Barratt Interview

Design Week asks five questions about design and leadership to Emma Barratt , global executive creative director at Wolff Olins.

What keeps Emma up at night? "Self-doubt and criticism. Could I have done things better? Made the work better? Been more original? Pushed boundaries further?"

Read article

2. Create Apps with AI

I'm not gatekeeping with this one! Funny story - I once went to Belfast to learn how to code iOS apps with Swift. Suffice to say, I left that 2-day course knowing that I couldn't. Now however, I may just get a second chance!

From Meng To : "I've been using apps that I built myself with Claude AI I recorded 10+ hours of video with a video editor I made. I'm turning all my designs to code with a Figma plugin I made. With Cursor, I don't think twice before starting to build for macOS, iOS, web apis, backend, video... These felt unreachable before. Not anymore. There's never been a better time to learn code. AI will fill the gap.

I've started learning - will you?

More

3. The Strategic Advantage: Why Strategists Can Spark Growth in 2025

Every Strategist contributes unique strengths, whether it’s a deep understanding of culture and communities, refined research methodologies and frameworks, or the bold instinct to effectively challenge the status quo.

“We are seeing more agencies acknowledge that hiring specialist Strategists is no longer a luxury, but an imperative function within their agency.”

Read the post

4. Hitting the Project Wall

Wonderfully brought to my attention by Phil Dye this morning. Here’s how a consultancy can retain & develop its new clients:

See the post

5. Future of Branding in 2025 and Beyond

"The presenter barely raised her phone to the mic when a salesman answered, his tone warm and welcoming. “How can I help you?” he asked, and she explained the pressures of her job: juggling client pitches, prepping five slide decks a week, and racing against deadlines. With a touch of empathy, he replied, “Five decks a week! That’s quite a lot… I see why you need help making them faster!”"

AI used to answer phone calls in a very realistic fashion with LaunchLemonade??? - I'm a fan!

Like this issue? Check out some of my original writing by signing up to my weekly personal newsletter.

thanks,

Ross