We live in an era where technology transforms and spreads at a dizzying speed. Continuous advancement, driven by new tools and trends, shapes our perception of the world and how we interact with it. But, in this relentless race, we often confuse innovation with visual spectacle and depth with mere illusion of novelty.

In the field of design, this confusion is evident. Many believe that the images appearing on social media are design, when in reality, they are mostly marketing gimmicks. Marketing, to me, is like sugar water: an illusion of novelty that, in practice, brings nothing truly new. In contrast, design should be a process grounded in the user, in the target audience, creating solutions with justification and purpose.

Marketing, on the other hand, has the ability to distort and manipulate the story behind a concept. They use new tools, such as artificial intelligence, to generate soulless images and texts, promoting a know-how devoid of concept. It is the art of manipulating perception, of creating a package without substance.

But, just as in design, technological progress also depends on the people leading the ideas. Let us look at the examples of great companies that once stood at the top of innovation but lost themselves in bureaucracy and superficiality. When the focus shifts from the product to sales and marketing, it is easy to fall into a spiral of illusion.

The vitality of a brand, whether in design or technology, lies in the ability to create with purpose. Great companies, like Apple, thrived by placing designers and engineers at the heart of decision-making, turning ideas into solutions that truly changed the world. However, when leadership shifts to marketing, the essence of what made these companies unique begins to dissipate. Instead of innovation, repetition arises. Instead of evolution, stagnation masked as novelty emerges.

The true technological impact happens when tools are created to serve people, not to temporarily dazzle them. In design, as in life, it is attention to detail and the user experience that creates meaning and durability. And while some chase the next big trend to go viral, we, with a pencil in hand, continue to draw a future rooted in authenticity and creativity.