Chapter 8 is all about the design attitude, which is MAYA, claimed by Raymond Lowey, the self-proclaimed “Father of Industrial Design”. MAYA is short for Most Advanced, Yet Acceptable. It might be the best effort that designers can make in the commercial enviroment. More specifically, the term MOST implies that the advancement is continuous and significant; the term YET implies that certain people who lack professional judgment will resist the advancement. It therefore needs persuasion. The moment YET comes from the success of conviction. Advancement and acceptability are both time-bound conditions. And they have to be created by capturing the public imagination. True design advancement occurs when old frozen thechosocial relationship is broken by new ones that can be accepted by the market and causes positive efforts.
