Creativity isn’t an objective pursuit. Its value can’t be measured the way other skills can be.
Eventually, of course, its value will be confirmed, but often long after it was created.
A designer’s best asset is not the ability to be brand specialists, but their instinct to see the interconnectedness of the world in a humanistic way.
I believe that a lot of extremely useful biographical experiences can be elicited by asking:
How was the experience for you?
What did you notice? and
What did you feel?
When doing this I help people to stay as close to a description of what happened as possible – before they get on to what they made it mean!
The most valuable thing a brand can give anybody today is clarity and simplicity.
Design is the glue between people and corporations.
But brands can sometimes give splintered messages and forgettable offerings that don’t excite people.
Between advertising, packaging, product design, public relations, Web communication, and the look and feel of their company’s workspaces, every message must fit together;
nothing can be left to interpretation.
Maybe if we think about making more ugly things and not giving a shit about pretty things we can get somewhere.
Imagine if Craigslist was beautiful?
It wouldn’t feel like we’re getting a deal. So if you’re buying six-month old boxers on a really shiny website, maybe it wouldn’t work.
But because Craigslist is ugly, you feel like you’re getting a cheap deal.
If your blog requires serious interaction with your main website such as blog posts that allow for one-click shopping, then using the same CMS makes integration easier.
If you’ve already created a blog and later launched a website selling a product, it’s might not be necessary to move your blog over, especially if it’s easier to create a blog template that meshes with your main website.
There’s barely a product or service on the market today that customers can’t buy from somewhere else for about the same price, about the same quality, about the same level of service and about the same features.
If you truly have a first-mover’s advantage, it’s probably lost in a matter of months.
If you offer something truly novel, someone else will sone come up with something similar and maybe even better.
Find out why things go where they go.
Find out why particular scenes in a particular film sequence are edited together or in the fashion they are or in the time that they are and the way that the cuts work.
What you’re really doing in this situation is you’re working on your craft.
You’re looking at something that you really admire and you’re trying to get into the seethe of the person who built this thing to begin with; to get into their head to see why they made the pratical decisions that they made in creating this, whether it’s a logo or a Web page or anything else.
In the US people over 50 control over 70% of the wealth.
They are responsible for almost 50% of consumer spending, they buy 55% of all consumer package goods and 62% of all new cars.
If Americans over 50 were a country by themselves, they would be the third largest economy in the world after the US and China.
And yet they are the target of only 5% of all US advertising.
If you’re in an industry where customer expectation is low, then it doesn’t take much effort to stand out from your competition.
The meeting of two personalities is like the contact of two chemical substances: if there is any reaction, both are transformed.
One day my manager showed me a horrible graph. It was pretty simple: the graph was steady, then it dropped straight down, then after a short period, the line shot straight back up and stayed level again:
“That’s what happens when we do the right thing”, he said while pointing at the drop, “and that’s how much money we lose. We tried it just to see how bad it was for our bottom line. And this is what the data tells us.”
“Wow,” I said, taken aback. My employer clearly had two options: “do the right thing” or “be profitable”. That was the position they had manuevred themselves into through a series of bad management decisions.
My manager then said, “More than half the company would have to lose their job in order for us to stop these tactics … so are you volunteering to be one of them?”
That was the day I learned I’d rather lose respectfully than win without honor. Once people become wary of your products or your business ethics, it’s game over. You can’t sustain for long, because you won’t keep your customers much longer.
Not to mention your employees.