Every new idea in the modern world, every new initiative, just about every effort, public or private, personal or business-related, includes some form of digital expression. Software is the medium for that digital expression. Today, software is everywhere, whether we know it or not. Not just on our computers, our tablets, our phones, and our gaming devices (which could all be the very same object) but in our cars, in traffic lights, and in our thermostats. And in the future, this pervasiveness will only increase — dramatically. Imagine a world where every surface (and plane) is a potential display. Software is the primary language of the digital world we are creating.

Whether it’s a birthday party requiring invitations, selling a house and advertising it on a web page, a new business, a new non-profit, a new curriculum from a third grade teacher, they all generate a need for digital expression. And that digital expression is more often than not sloppy, unfriendly, dumb, and in many cases… insulting. Whether the person with the idea is writing new software from scratch or using existing software to create a digital experience is irrelevant. The time we spend interacting with these creations is only going to increase. And the need for modern and talented technologists and software designers who share a holistic perspective on making these experiences positive has never been greater.

Software is the ubiquitous and universal medium that blankets our exponentially expanding digital world. More software is coming — whether we like it or not. The only question is whether any of it will be any good.