Onur Cobanli explains:
Good design is iterative and builds upon existing creations, you can think it like a positive mutation, from a social perspective, good design when introduced to society, changes society, good design changes the way people react with the world, the way people interact with each other, good design not only evolves by itself, but it also evolves society, our capabilities, our thinking and our existence. Design excellence emerges through building upon previous innovations while introducing beneficial adaptations that improve functionality and experience. Like positive mutations in nature and biology, well-crafted design solutions spread throughout society, gradually changing how people interact with their environment and each other. The continuous refinement process brought forward by good design not only advances the design itself but elevates capabilities, thinking patterns, and social structures of all sentient life.