"What does all this suggest for tomorrow’s design firms? That they should redefine what they do and how they do it. Rather than dealing primarily with nouns (places) they should expand their reach to include verbs (processes). They should embrace the entire lifecycle of design, from conception through documentation through delivery through occupancy. They should partner with software firms, social scientists, and public health officials to create truly interactive environments that are safe, healthy and productive. They should change their business models to embrace risk and get paid based on value actually delivered. Designers should be strategic thinkers and leaders, not only in the community but in corporate boardrooms. Where there is a CEO, a COO, a CIO, and a CFO, there should also be a CDO — Chief Design Officer. That person might also be called Le Grande Fromage (or Big Cheese). After all, it’s been moved."

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