Needed to share this wonderful passage from the Surrealist Manifesto penned by André Breton in 1924:

If the depths of our minds conceal strange forces capable of augmenting or conquering those on the surface, it is in our greatest interest to capture them; first to capture them and later to submit them, should the occasion arise, to the control of reason.

I feel as though this is a foundation for the development of Design and its place at the table among the technology companies changing the world today. This rational and sober reasoning frames Surrealism as an act of exploration and discovery, not some kind of random carelessness.

Even Raymond Loewy, sometimes called the godfather of Industrial Design, wrote his Never Leave Well Enough Alone in 1951. Henry Dreyfuss wrote Designing for People in 1955. These were some of the introductory texts that started to shift Design from painting flowers on a mechanical enclosure to identifying the human needs that anchor the development of technology-enabled solutions. Books that helped set logic and reason against the nuance of emotion and desirability.

Dive into chaos, spontaneity, intuition and spirit to surface the unknown to the lens of reason.