… for several decades, men have said that they want to be more involved in family life. They would prefer to work fewer hours. If you ask men who work 50 hours or more how many hours they want to work, huge numbers of them say they don’t want to be working that schedule. They would prefer to be working more like 40 hours a week.
And so what is blocking men from acting on the fact that they want more work-life balance, the fact that they don’t want to be working these extremely long hours? Well, what’s blocking them is the flexibility stigma, the work devotion schema, the sense that they really need to be successful men."
"Many of the women I spoke with were troubled by the gender-role traditionalism that crept into their marriages once they gave up work, transforming them from being their husbands’ intellectual equals into the one member of their partnership uniquely endowed with gifts for laundry or cooking and cleaning; a junior member of the household, who sometimes had to “negotiate” with her husband to get money for child care."
When I was starting out, I used to think that I was the audience, and the goal was to please myself. Then I got some experience and realized that the client was the audience, and the goal was to please them. Of course, both of these things are sort of true, but basically wrong. I finally realized that the real audience were the people out there in the real world who were going to be stuck with whatever it was I was designing. A lot of time there is no one to speak for those people during the design process. The more you can be their advocate, the better the design will be. that’s not just the goal of identity design, but design period.
The biggest trap is to believe the brief you’re given is the whole story. It never is, and I repeat, never the whole story."