Intent is language.

Intent is the effect we want to have on something. We make language-based decisions whenever we talk about our intent.

Our language choices change how we use our time and energy. For every word we use to describe where we want to go, there's another word that we're walking away from.

For every amusement park you make, you're not making a video game. When you intend to be fun for kids, you can use stories but not metaphors. If you want something to be relaxing, it's harder to make it educational.

The words we choose matter. They represent the ideas we want to bring into the world.

We need words so we can make plans. We need words to turn ideas into things.

For example, if we say that we want to make sustainable eco-centered design solutions, we can't rely on thick, glossy paper catalogs to help us reach new customers. By choosing those words, we completely changed our options.



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