06/02/2026
Are designers solving the wrong problem?
"The role of the designer is to truly design the context—not the tree."
On this episode of the AIGA Design Podcast, Todd Bracher shares why the most effective design solutions come from understanding the forces that shape them: human needs, business realities, legal constraints, competition, and more.
It's a compelling conversation about systems thinking, innovation, and what design can achieve when we stop focusing on the object alone.
Listen to the full conversation on >>
Apple Podcast: https://podcasts.apple.com/us/podcast/design-the-context-not-the-object-with-todd-bracher/id1492167547?i=1000767970085
Spotify: https://open.spotify.com/episode/6boXR5fKCbl6X5u4jZ8fqx?si=0vHbX3o6RmGkSX2aXbm55A
YouTube: https://youtu.be/eP0zkmYdfv4?si=eZCkjNFNBv9jAB6c
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About Todd Bracher: Todd is an industrial designer, founder of Bracher and Betterlab®, and author of Design in Context. Named International Designer of the Year three times, he has brought more than 200 products to market and designed for brands including Herman Miller, 3M, Zanotta, and Issey Miyake.