I hear this (rather pretentious) phrase about "telling a story" quite often in the UX field. Many of the "big players" have hundred or thousands of employees an

I hear this (rather pretentious) phrase about "telling a story" quite often in the UX field. Many of the "big players" have hundred or thousands of employees and "telling a story" can often feel manufactured or contrived. Sometimes you don't need to "tell a story" and just because you don't pursue that line of thinking doesn't mean you have a "generic thing". It's the designer's skill to take this "generic thing" and give it an honest, usable and creative design makeover. I agree all designers want challenge and recognition. Do they all want to work for the big players? Perhaps, if they happen to admire the design output of the company in question. In the end, every designer is different and makes their own choice about what appeals to them.