Matthew Goddard

Playing the infinite game


It’s never been easier to build the wrong thing with confidence

It’s never been easier to build the wrong thing with confidence.

An article on ‘vibe designing’ triggered a great conversation in our team. It paints a familiar picture: product engineers taking on design work to move faster and iterate in code.


With AI tools, this crossover is becoming easier. A designer can generate code. A developer can generate layouts. But just because it’s easier to emulate another discipline doesn’t mean you’re doing it well.


These tools present ideas with such clarity and confidence that it’s easy to mistake them for complete solutions. That confidence can be misleading. It can make something look like it’s solving a business goal, serving user needs, and sitting on solid technical architecture. But without the foundational knowledge, it’s surface-level.


This feels like another version of a tools-first mindset: “We’ve got something new. How do we keep doing what we’ve always done, just faster?”


A better question might be: How should we rethink our teams and our ways of working to build better products with these tools in the mix?

I wrote about this tension before:

Curious how others are handling this. Are your teams redrawing the lines, or working harder to keep them in place?



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