In this conversation, host Guy Segal and returning guest Pavel Samsonov challenge the recurring claim that the design process is dead — arguing that for many, it was never really alive in the first place. Pavel makes the case that process isn't a rigid framework imposed from above, but a set of self-imposed, iterative constraints that help designers make better decisions. The conversation explores how factory-era management thinking and agency-world deliverable culture have distorted our understanding of what process actually means, and why most "process transformations" fail because they serve managerial control rather than the people doing the work. Pavel and Guy also dig into the social dimension of design — how effective process is as much about managing stakeholder relationships and intake as it is about creating a decision-making framework  ...