July 16, 2025
Doers to Directors
Something’s shifting.
You can feel it in the way briefs are written now.
In how fast the “doing” gets done.
In the silence that follows once the machine delivers.
And all that remains… is judgment.
We’ve entered a new era.
Where execution is infinite.
But vision is rare.
Where a tool can make 100 options.
But someone still needs to say,
“This one. And here’s why.”
For years, we were trained to be the hands.
To craft, perfect, render, repeat.
But now –
AI is doing the hands.
And the hands are faster than we’ll ever be.
So what’s left?
The only thing that ever mattered:
Judgment. Taste. Direction.
The ability to see 10 moves ahead and know which one is right for this brand, this moment, this market, this culture.
We’re not being replaced.
We’re being repositioned.
Not downstream where the output lives.
But upstream where the questions are asked.
From executors to editors.
From designers to directors of intelligence.
Design isn’t dying.
It’s ascending.
From what we make, to what we make possible.
The real migration isn’t technical.
It’s psychological.
Are you still proud of your speed on Figma?
Or are you developing your taste, your frameworks, your ability to brief AI better than anyone else in the room?
If AI is the orchestra…
Then you are the conductor.
Not the violinist.
Not the one turning pages.
The one deciding the tempo.
The one choosing when the silence hits harder than the sound.
Migration ongoing.
The future belongs to those who direct.
Not those who drag the mouse fastest.
Will you stay where it’s safe?
Or step into the mind’s arena?
