Design layouts and systems that can cope to whatever environment they may find themselves in. But the only way we can do any of this is to shed ways of thinking that have been shackles around our necks. They’re holding us back. Start designing from the content out, rather than the canvas in. This content-out way of thinking is fundamentally different to the canvas-in approach that dates all the way back to the Book of Kells. It asks web designers to give up the illusion of control and create a materially-honest discipline for the World Wide Web.