In this out-take from the PSFK Conference New York 08, Allan Chochinov of Core77 explains why we need to give a shit in design. Soon the full videos are going up. Subscribe to PSFK’s iTunes podcast feed to get the films automatically, here. By the way, Allan was giving a wonderful talk about his experience of giving his design students the task to design the perfect pooper scooper. Hence the ‘shit’ theme in his ending statement.