“Craft, craft, craft.” If you are a product designer, chances are you have seen this word coming up in posts, articles, conferences, podcasts, you name it. With the surge and constant development of generative AI, everyone and their dogs are trying to measure in real time the impact on their disciplines, roles, or work in general. In Product Design, we are seeing many voices replacing the focus on method and process for something that, at least for me, feels like a fresh reset and resurgence of a long, somehow forgotten key set of skills and knowledge at the core of what design is about. However, we live in confusing times, and in a tech world where layoffs have become a common practice since Musk started with his “high efficiency” strategy after buying Twitter and making what was, in my humble opinion, one of the worst rebrands in recent history (of course, this is just the lesser of the evils related to that story).…