The article reflects on the rapid changes in software development and strategy brought on by AI in 2025. It argues that as barriers to building collapse, the focus shifts from mere capability to judgment in design and execution. The author anticipates that 2026 will emphasize clarity and better decision-making over speed and volume.

This article argues for prioritizing user understanding before developing software. By creating detailed user profiles and simulating their interactions, developers can refine their products for better usability and quality. The approach shifts focus from traditional testing to a more user-centered design process.

The value of software lies not in the code itself but in the skills, time, and processes that surround its creation. While coding can be done quickly, the real effort involves team dynamics, business logic, and design, often making the actual code less significant. The author argues that starting from scratch can sometimes yield better results than refactoring existing code, as much of the value resides in knowledge rather than the codebase.

Designers are often relegated to a role of mere decoration in the software development process, where their authority is undermined by the tools and practices that separate design from implementation. To reclaim their role and influence, designers should engage directly with the execution of their ideas by using platforms that allow them to build and ship products. By doing so, they can close the feedback loop and return to true design work.