Design turns innovation into reality, which is why the two are often associated. Innovation necessitates an understanding of (and integration into) contexts that might at first seem strange to the general public. Design, in this case, is more strategic. It articulates technological, cultural, aesthetic, economical, and branding issues while still keeping universal constraints in mind. These days, designers (especially product designers, who have the most comprehensive understanding of practical and technical innovation) are sought out by creative marketing directors to usher innovation into becoming reality. They then become links in a global chain of three essential components - technological, marketing, and branding vocabulary – without allowing them to become lost in the design process. As often happens, as much as we might want to avoid “design by designers”, it’s a fine line to walk!