Reflective muse: Crafting a palette of perspectives, swallowing wasps, and Jony Ive didn’t copy Dieter Rams.
I find myself writing this piece after a long couple of weeks, during which the usual day-to-day conundrums of work, play, and everything in between have left me feeling a little light-headed (probably due to the lack of caffeine) and a little optimistic about the future (again, probably the lack of caffeine and the promise of a few extra hours of grey sunlight).
As I sit here, just decompressing, I am chewing over a conversation I had with a dear friend about leading design teams. Now, I can already sense the eyes rolling. I am with you, as I appreciate that there is no end of ‘experts’ in this field (my thoughts on such experts, their credentials in this space, and a few other aspects of their repertoire I will hold back for a smaller group of people, pint in hand in the pub). But, since that conversation, I have been mulling over my own ‘expert’ view.
So brace yourselves…..
(Sorry, one sec)
Before I do, I need to set some context for it; the design world is, as many will concur, an incredibly impulsive space, even more so in the land of consultancies and digital transformation, where the only constant is the unpredictable ebb and flow of creativity (and, perhaps, the persistent challenge of choosing the correct bloody icon that represents Customer Experience for a Tuesday afternoon presentation), anyway, whilst, in that predicament, I’ve stumbled upon an intriguing truth. No, not the usual cliche lightbulb moment, but something more profound. More akin to the revelation that my favourite gastro-pub, known for its succulent burgers, charcoal-cooked (rare) steaks, and prime ribs, now serves an oddly satisfying vegan menu. (Let’s keep that to ourselves for now).
The design and creative industry has taken quite a beating over the past two years. But. Having weathered a storm that saw design teams trim down with the precision of a topiary artist on a caffeine binge, the industry now stands on the brink of a (potential) renaissance. Another more colourful way to imagine it is to think of it as less of a minor inconvenience and more like the experience of accidentally swallowing a wasp during what was supposed to be a tranquil bike ride through the countryside. (Bear with me here…).
I don’t want to come across as flippant on the subject; I know many who have been affected by this turmoil. Across the planet, design and creative folk found themselves significantly pared down, leading to collective soul-searching and pondering whether the spark of creativity had been doused. Yet, with its penchant for dramatic turns, history teaches us that it’s always darkest before someone, perhaps accidentally, flicks the light switch back on. The resurgence we’re witnessing isn’t just a return to form; it’s the creative world drawing a deep breath, ready to belt out a power ballad.
It doesn’t take a genius or some D&I stalwart to tell what the secret ingredient for creating brilliant teams is, but I will tell you anyway since you have got this far. It is diversity; it is the magic dust for building future-proof design teams. Not just in the “let’s have all sorts of backgrounds” kind of way but also in the “let’s ensure we have such a rich tapestry of perspectives that even a Babel fish would be dizzy” manner. The point is about embracing the full spectrum of human experience, perspectives, and perceptions they bring, from the coder who knits to the UX designer who moonlights as a sous chef. (Or a data specialist that is also a professional wrestler… another one for the pub…). Our role, as leaders or as the conductors of this symphony, isn’t just about keeping time; it’s about composing a new opus that resonates across the cosmos.
Consider the legendary Jony Ive and the Apple Design Team. (Yes, I really ‘researched that one’). Under Ive’s leadership, they didn’t just design products; they crafted experiences, seamlessly integrating functionality with sleek, minimalist aesthetics. Their work on devices like the iPhone and MacBook didn’t just set industry standards; it changed how we interact with technology, making it a deeply personal part of our lives.
That is not a reflection of another fanboy but the reality and world they created. It is the outcome and the power that a diverse and visionary team can deliver, one that sees beyond the horizon of the present into the vast potential of the future.
Leadership and ‘new-new’ innovation
And then, like a plot twist in Hercule Poirot’s novel, in walks GenAI — viewed with the same suspicion as a surprise tax audit but possessing the potential to be as game-changing as the first espresso shot of the morning. I have spoken a lot recently about the power and potential of GenAI in design because I believe that integrating GenAI into our creative kaleidoscope isn’t about replacing the paintbrush; it’s about adding another dimension to our palette. Think of it as harnessing a whirlwind: it could sweep you away, or you could ride it to new heights, discovering vistas previously unimaginable. The goal is to weave GenAI into the fabric of our creativity, making it a tool that amplifies human ingenuity rather than an automated substitute.
Navigating this era of digital reawakening requires a brand of leadership that’s less about charts and metrics and more about steering a vessel through the foggy unknown, guided by a compass that occasionally offers philosophical musings. It’s about cultivating a space where ideas can frolic freely, where the most outlandish concepts are greeted with enthusiasm rather than raised eyebrows. This is where creativity is nurtured and celebrated, where every team member is empowered to unfurl their most eccentric ideas like a pirate flag on the open seas.
But amidst this ode to creativity and innovation, sustainability lies an often-overlooked champion. Embedding sustainability into the heart of the design isn’t merely about ecological responsibility (though saving the planet is a pretty good perk); it’s about crafting solutions that stand the test of time, that are as enduring as the age-old debate over the proper way to pronounce “GIF.” (BTW, please let me know…). It’s about designing not just for now but for countless tomorrows, ensuring that our creations leave a meaningful and lasting legacy.
Take, for example, this time from the fellow that Jony Ive and his team (legal edit: may have) pirated all their ideas from, Dieter Rams and his tenure at Braun. Rams’ “less, but better” philosophy greatly influenced product design and emphasised sustainability long before it became a buzzword. His ten principles for good design are a testament to creating innovative, functional, and long-lasting work — qualities that every design team should aspire to embody.
As we stand on this new era’s precipice (thank you, Grammarly), our journey through the maze of design is peppered with the unexpected and illogical, sprinkled with moments of pure alchemy. Leading with curiosity, empathy, and a smidge of audacity, we champion our teams towards crafting experiences that transcend the ordinary. This is an evolving narrative; the commitment to exploration, to embracing the serendipitous and the surreal, will carve our path through the design wilderness. And, perhaps most crucially, it’s our ability to find humour in the chaos, to laugh in the face of the absurd, that will keep our creative fires burning brightly, illuminating the way forward.
So, with all that said, why wouldn’t you build your teams on the foundation of diversity? Empower them with the tools of tomorrow and lead them with the wisdom of the past? In doing so, we honour the legacy of great design leaders and forge our own paths, crafting experiences that resonate, inspire, and endure. In this expedition, our compass is our curiosity; our map is our creativity and destination. We can envision a future where design transcends the boundaries of imagination, where teams built on the principles of diversity, sustainability, and innovation become the standard.
I never set out to make such a political-come-philosophical piece, but since I have, it’s probably best to finish off with a carpe diem-type declaration or something equally whimsical, so here goes:
Together, let’s craft a future that reflects the best design can be — innovative, inclusive, sustainable, and, above all, profoundly human.
