“Designers, designers, designers” has become the new “developers, developers, developers.” Witness the ever-growing list of job postings for product designers, UI designers, user research designers, UX designers.
Pinterest's Founding designer about his design philosopy. "Figure out your product’s purpose, and keep designing and re-designing it. Shrink the gap between what it does and why it exists, and don’t stop until the gap disappears." Dead-simple?