While it’s loaded with implications, I think there’s enormous potential in viewing design, as profession, this way. It allows you to step back from the idioms of medium — of graphic design or game design, of product design shops vs. creative agencies — and focus on a method: design is the art of changing behavior. It’s a view which implies user-centric thinking which to me, is the design ‘north star’.
Design is… “the creation of a dialogue between a person and an artifact – digital, physical, or systematic – and that dialogue is behavioral, as it is frequently nonspoken and implicit. It’s embedded in culture, and manifested in a temporal aesthetic; it’s about our ability to affect change. Interaction design is the design for behavior.”
– Robert Fabricant