While on stage at TNW’s 2018 appointment today, Logitech CEO Bracken Darrell spoke about his belief that anybody is a artist while they’re young, and that many companies, including his own, strive to accomplish that same attitude again.

As he puts it, we’re all artlessly designers until we enter school. “Our apprenticeship system does a great job of apprenticeship us out of design.”

Darrell covered his past during his talk, including his work with his work with German design-forward customer articles firm Braun. There he was afflicted by the aesthetics of artist Dieter Rams, who pioneered the “less is better” school of thought. Darrell said this design philosophy, which created a characteristic look in the sixties and seventies, aggressive and afflicted other parts of the company, from engineering to sales.

Inspired by his work at Braun, Darrell and Logitech’s design leader Alastair Curtis formed an centralized design team at Logitech. Darrell was quick to point out that the new accent on design abashed Logitech’s absolute engineering team. However, within a almost short period of time, the aggregation was acceptable design awards and saw a spike in stock prices.

The goal, though, according to Darrell, is to go from a second-generation design company, which puts design on equal basement with the likes of sales and business — to a “third-generation” design company, which sees design in every aspect of the company, alteration aggregate consistently with the goal of convalescent the user’s experience. The companies who best represent the latter stage are usually small start ups.

Darrell said, in a bulletin to designers from such start-ups everywhere:

Don’t listen to me, people from big companies and think that we’ve got all the answers. We’re trying to get back to what you’re doing.

When he was wrapping up his talk, Darrell again common his belief that we’re all born designers, or rather that we were consistently alteration and rethinking our access to creation:

When you were a two-year-old, or a one-year-old or a three-year-old, you were a designer. We need to get back to that.