"I realize that I live on the bubble of insanity. I feel the weight of human suffering, loneliness and despair on me all the time. It's not getting easier; if anything, it's always right on the edge of my skin."

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The future is created at the intersection of business, technology, design, and culture. *In the Bubble* is an insightful and delightful explanation of this nexus and of how each force affects the others. Designers often miss a great deal in their educations about the real people who will use and inhabit their work. Thackara astutely illuminates a lot of what designers don't know they're missing.

— Nathan Shedroff