for the first time in the fields of art and industrial history as well as the philosophy of pragmatism since about 1900. Special attention is paid to the original ideas and their overformation by technicism, capitalism, functionalism or Darwinism. They create the design dilemma that shapes the "attitude" of its actors. Philipp Zitzlsperger (*1965) is Professor of the History of Art and Design and Vice Dean for Research at the Department of Design at the Fresenius University of Applied Sciences, as well as a private lecturer at the Institute for Art and Image History at the Humboldt University in Berlin.