Lying is different from bullshit.
When you lie, you know what the truth is but you intentionally misrepresent it. In a way bullshit is more insidious because people who bullshit often don’t know what the truth is and don’t care.
They’re out to make a point; they’re out to sell you an idea; and they really don’t care whether what they are saying is true or not.
Sometimes building a new world means tearing the old world down.
And that makes enemies.
The more the brand becomes iconic, the harder it has to work to avoid becoming a commodity.
Design to survive. Not unlike humans, brands also go through life stages: birth, growth, maturity, old age, rebirth for some, death for others.
Customers want to make a statement about who they are and show their tastes. At times, they make purchases to be seen as belonging to a certain group. Other times, the reason can be distinctly opposite, they want their purchase to set them apart from everyone else.
The blur between high budget and low budget. The budget doesn’t really matter; the idea matters. My most expensive ad was 1.3 million€, and my least expensive ad was 300€. I still don’t know which one I like the best.
You approach each project searching for a dozen great ideas, not just one or two. After about seven designs, you realize there really are infinite ways to look at a problem. I now completely enjoy the process, through I’m keenly aware that all but one of those dozen great ideas will eventually be killed.