Creativity
The Design Squiggle
- ââDesign skirmishesââ
- ââWonder Plotsââ
- ââEmbracing the messââ
- ââThe Design Diagramââ
- ââOn Greatnessââ
Begin with your work
AÂ Quote by Edward TufteIn doing creative work, do not start your day with addictive time-vampires such as The New York Times, email, and Twitter. All scatter the eye, and mind, produce diverting vague anxiety, clutter short-term memory. Instead, begin with your work. Many creative workers have independently discovered this principle.
The evolution of devices
All the first antecedents of man's devices were given him by Nature. Every one of his devices is traceable back to something in nature which suggested the first remote and primitive beginnings of its evolution. And every feature in art that man's mind conceived is conceived by a mind that has evolved as a part of nature: that grew out of nature.
The evolution of devices is as much a natural process as the evolution of organisms.
Leveling up aptitude
Your first short story takes 10 days to write. The next one 5 days, the next one 2.5 days, the next one 1.25 days. Then 0.625 days, at which point youâre probably hitting raw typing speed limits. In practice, improvement curves have more of a staircase quality to them. Rather than fix the obvious next bottleneck of typing speed (who cares if it took you 3 hours instead of 6 to write a story; the marginal value of more speed is low at that point), you might level up and decide to (say) write stories with better developed characters. Or illustrations. So youâre back at 10 days, but on a new level.
This kind of improvement replaces quantitative improvement (optimization) with qualitative leveling up, or dimensionality increase. Each time you hit diminishing returns, you open up a new front. Youâre never on the slow endzone of a learning curve. You self-disrupt before you get stuck.
The interesting thing is, this is not purely a function not of raw prowess or innate talent, but of imagination and taste.
Thinking in situations
Naturally, practice is not preceded but followed by theory.
Such study promotes a more lasting teaching and learning
through experience. Its aim is development of creativeness
realized in discovery and invention â the criteria of creativity,
or flexibility, being imagination and fantasy. Altogether
it promotes âthinking in situations,â a new educational concept
unfortunately little known and less cultivated, so far.To prove it in purity
The series of photos of the 1959 model ends or stops with the photograph in which Kiesler triumphantly shows us the shell of his house like the remains of a creature taken from the seabed, a kind of Moby Dick harpooned and finally captured after the obsessive pursuit of a project that has taken up ten years of the life of the architect.
"I think that everybody has only one basic creative idea and no matter how he is driven off, you will find that he always comes back to it until he has a chance to prove it in purity, or die with the idea unrealized." â Frederick Kiesler
Live your ten years
Artists are only creative for 10 years...we engineers are no different. Live your 10 years to the full.
We feel it in our fingers
In System A, there is no architect separate from the contractor. We are builders, simply. As builders, we have a direct feeling about construction. We feel it in our fingers, so it is down to earth. One result of this down-to-earth quality is that everything is somewhat experimental. We make experiments all the time. Sometimes we place a piece of wood this way. Another time, we may like to try it that way. Any time something new comes up in the design of a building, we are very likely to try and invent the best way of building it. This is not a great big invention. Just a simple invention, the way we might invent a way of tying a piece of string, to hold a broken toy together. It is just practical.
To stand independent of himself
The creatorâs love for his work is not a greedy possessiveness; he never desires to subdue his work to himself but always to subdue himself to his work. The more genuinely creative he is, the more he will want his work to develop in accordance with its own nature, and to stand independent of himself.
Violence to the very structure of our being
If we conclude that creative mind is in fact the very grain of the spiritual universe, we cannot arbitrarily stop our investigations with the man who happens to work in stone, or paint, or music, or letters. We shall have to ask ourselves whether the same pattern is not also exhibited in the spiritual structure of every man and woman. And, if it is, whether, by confining the average man and woman to uncreative activities and an uncreative outlook, we are not doing violence to the very structure of our being. If so, it is a serious matter, since we have seen already the unhappy results of handling any material in a way that runs counter to the natural law of its structure.
Intense activity, then relaxation
The working style is based on periods of intense activity, coupled with other periods of more relaxed, reflective contemplation. This working style may not be a reflection of a particular personality trait, but a necessary aspect of creative work, which requires alternating intense effort with relaxation.
Mondegreen
A mondegreen is a mishearing or misinterpretation of a phrase in a way that gives it a new meaning. Mondegreens are most often created by a person listening to a poem or a song; the listener, being unable to clearly hear a lyric, substitutes words that sound similar and make some kind of sense.
American writer Sylvia Wright coined the term in 1954, writing that as a girl, when her mother read to her from Percy's Reliques, she had misheard the lyric "layd him on the green" in the fourth line of the Scottish ballad "The Bonny Earl of Murray" as "Lady Mondegreen".
Misinterpretation as inspiration
A lot of people think dreams and drugs involve some magical inspiration. I think otherwise.
I rarely get inspired by dreams or drugs, but I have my own secret source of inspiration: mishearing other people. Somebody says something, I misinterpret it, and the misinterpretation is quite interesting â more interesting than anything I would have come up with on my own if asked to generate an interesting idea. Maybe itâs a clever joke or turn of phrase. Maybe itâs a neat idea. Sometimes I misunderstand peopleâs entire positions, and end up with positions much more interesting than the ones they were trying to push.
- ââMondegreenââ
Logjam
- That there is a big danger in working in a single medium. The logjam you donât even know youâre stuck in will be broken by a shift in representation.
The fountainhead of beauty
It might be said that the carving of a woodblock encompasses the greatest restriction on freedom. Printmakers come under extraordinary natural constraints on their work. Strangely enough, however, it is this restriction that is the fount of beauty. Constraint and restriction themselves become a blessing.
...Many people see a lack of freedom as the death knell of art. That may be true in the case of the fine arts, but in the handicrafts, lack of freedom is the fountainhead of beauty.
The final architectural embellishments
The final architectural embellishments for the neighborhood should be the most exceptional, a kind of punctuation by relief, the last bursts of creative potential as the scene shifts.
Reduced to an act of selection
âThe more exact and complete the criteria are, the more creative the work becomes. The creative act is reduced to an act of selection.â
â Karl Gerstner, Designing Programmes (1963)
A normal wooden pencil
Aaron: You know that story about how NASA spent millions of dollars developing this pen that writes in Zero G? And how Russia solved the problem?
Abe: Yeah, they used a pencil.
Information remix
Effective writing stems from intelligently connecting the dots between the concepts you understand and can articulate. It stands to reason, then, that in order to generate more creativity you must not only add to a knowledge base, but deepen and expand the number of connections within the totality of the network. By establishing and explicitly mapping your knowledge, you allow yourself the freedom to remix information. You will often find that solutions come from previously unsuspected fields or topicsâproving to be analogous in some shape or form.
Let the body wander
If the mind needs to wander, best let the body do the same. A short walk is more effective in coming up with an idea than pouring all the coffee in the world down your gullet.
The research agenda
Important connections are often made by accident, outside the bounds of our research agenda.
Use
I am pleading for the abolition of the word âuseâ, and for the freeing of the human spirit. To be sure, we shall thus free some harmless cranks. To be sure, we shall thus waste some precious dollars. But what is infinitely more important is that we shall be striking the shackles off the human mind and setting it free for the adventures which in our own day have, on the one hand, taken Hale and Rutherford and Einstein and their peers millions upon millions of miles into the uttermost realms of space and, on the other, loosed the boundless energy imprisoned in the atom.
A blue glow
The neurons that do expire are the ones that made imitation possible. When you are capable of skillful imitation, the sweep of choices before you is too large; but when your brain loses its spare capacity, and along with it some agility, some joy in winging it, and the ambition to do things that don't suit it, then you finally have to settle down to do well the few things that your brain really can do well - the rest no longer seems pressing and distracting, because it is now permanently out of reach. The feeling that you are stupider than you were is what finally interests you in the really complex subjects of life: in change, in experience, in the ways other people have adjusted to disappointment and narrowed ability. You realize that you are no prodigy, your shoulders relax, and you begin to look around you, seeing local color unrivaled by blue glows of algebra and abstraction.
As something we have never seen before
A true revelation, it seems to me, will emerge only from stubborn concentration on a solitary problem. I am not in league with inventors or adventurous, nor with travelers to exotic destinations. The surest - also the quickest - way to awake the sense of wonder in ourselves is to look intently, undeterred, at a single object. Suddenly, miraculously, it will reveal itself as something we have never seen before.
Leave the road when you wish
The subject of this book is not typographic solitude, but the old, well-traveled roads at the core of the tradition: paths that each of us is free to follow or not, and to enter and leave when we choose â if only we know the paths are there and have a sense of where they lead. That freedom is denied us if the tradition is concealed or left for dead. Originality is everywhere, but much originality is blocked if the way back to earlier discoveries is cut or overgrown.
If you use this book as a guide, by all means leave the road when you wish. That is precisely the use of a road: to reach individually chosen points of departure. By all means break the rules, and break them beautifully, deliberately and well. That is one of the ends for which they exist.
From one Arte to another
New ideas would come about by a connexion and transferring of the observations of one Arte, to the uses of another, when the experience of several misteries shall fall under consideration of one mans minde.
The scale of human experience
It is the scale of human experience, from which thought and imagination take off, and to which they must return.
Memory & Fantasy
Memory and fantasy are related, as are recollection and imagination; one who cannot remember also cannot imagine, as memory is the very soil of imagination.
Flurry and lapse
"The process in creating that kind of canvas was likeâwhat?â10 percent action and 90 percent ass scratching. First you prepared yourself, cleaning up and arranging your palette and tools, sweeping the floors, and then finally, when you were ready, you faced the empty white expanse of white canvas and made your first stroke."
The world itself dreams
For Plato and many medieval philosophers, imagination was construed primarily as a mimetic act of mirroring, representing, copying. This approach was often associated with deceit and illusion, with confounding original realities with secondary substitutes. By contrast, for Kant and the romanticsâincluding German idealists and existentialists like Sartreâimagination was hailed as a productive force in its own right, the source of all true meaning and value.
Bachelard resisted both extremes. For him, imagination was at once receptive and creativeâan acoustic of listening and an art of participation. The two functions, passive and active, were inseparable. The world itself dreams, he said, and we help give it voice.
Babble and Prune
For those who read and listen much more than they speak (guilty), an overly-strict Prune filter is applied to their writing; when these people go to write something of their own, their minds donât produce thoughts nearly as âcoherent, witty or wise as their hyper-developed Prune filter is used to processingâ.
Hence, my dilemma and an opportunity to break out of this trap. I recognised that if I attempted to write at the quality I was used to reading at, first time every time, my brain would promptly grind to a haltâlike trying to brainstorm with a group that laughs at your suggestions.
Write the books you want to read
An Article by Austin KleonA few nights ago, I was looking at the moon and I thought, âIâd like to read a cultural history of the moon.â I googled, and there it was. My friend Matt said, âIdeally, that is exactly how one should find everything they readâŠand write.â
Itâs really that simple. You find the books you want to read⊠and if you canât find them, you write them.
Inheriting Froebel's Gifts
AÂ Podcast by Kurt KohlstedtFroebelâs Gifts were meant to be given in a particular order, growing more complex over time and teaching different lessons about shape, structure and perception along the way. A soft knitted ball could be given to a child just six weeks old, followed by a wooden ball and then a cube, illustrating similarities and differences in shapes and materials. Then kids would get a cylinder (which combines elements of both the ball and the cube) and it would blow their little minds. Some objects were pierced by strings or rods so kids could spin them and see how one shapes morphs into another when set into motion. Later came cubes made up of smaller cubes and other hybrids, showing children how parts relate to a whole through deconstruction and reassembly.
These perception-oriented âGiftsâ would then give way to construction-oriented âOccupations.â Kids would be told to build things out of materials like paper, string, wire, or little sticks and peas that could be connected and stacked into structures.
Donât Play It Like the Flute
An Article by Matthias OttDonât play it like the flute. Play it as if it was the wind whistling through the desert dunes.
No matter what you love to create, there is something to be learned from the way Hans Zimmer approached the Dune score. We are all striving to create work that is novel, innovative, memorable, and inspiring. To get there, however, we tend to focus on getting things right, on avoiding mistakes, on âbeing professionalâ. Yes, it is important to have the commitment, dedication, and attention to detail of a professional. But being right? That will only take you so far. What is much more important is to approach the problem in front of you with curiosity and an open mind. With an urge to explore what can be found beyond the ordinary, beyond the right way of doing things. If you want to create something that nobody has come up with yet, it is important that you try out all the crazy ideas others are afraid to try, that you build prototypes, improvise, and freely play with the materials and the technologies you have at hand.
Makers and Making
An Article by Alan JacobsThe [Silmarils] are good; their making was at least potentially innocent; but afterward arose a lust for owning and controlling that led to great tragedy⊠The aspect of humanity which the elves represent most fully â both for good and ill â is the creative one.â
And this is why âmakingâ in and of itself is not the answer to our decadent moment. âLove of things, especially artificial things, could be seen as the besetting sin of modern civilisation, and in a way a new one, not quite Avarice and not quite Pride, but somehow attached to bothâ â and this is the FĂ«anor Temptation. It is in light of this temptation that I advocate repair, which is a mode of caring for what we have not made, but rather what we have inherited. We will not be saved by the making of artifacts â or from the repair of them, either; but the imperative of repair has these salutary effects: it reminds us of our debt to those who came before us and of the fragility of human constructs.
- ââThe Silmarillionââ
- ââRethinking Repairââ
The McDonaldâs Theory of Creativity
An Article by Jon BellI use a trick with co-workers when weâre trying to decide where to eat for lunch and no one has any ideas. I recommend McDonaldâs.
An interesting thing happens. Everyone unanimously agrees that we canât possibly go to McDonaldâs, and better lunch suggestions emerge. Magic!
Itâs as if weâve broken the ice with the worst possible idea, and now that the discussion has started, people suddenly get very creative. I call it the McDonaldâs Theory: people are inspired to come up with good ideas to ward off bad ones.
The Helsinki Bus Station Theory
An Article by Arno Rafael MinkkinenStay on the bus. Stay on the f*cking bus.
Why? Because if you do, in time you will begin to see a difference.
The buses that move out of Helsinki stay on the same line but only for a while, maybe a kilometer or two. Then they begin to separate, each number heading off to its own unique destination. Bus 33 suddenly goes north, bus 19 southwest.
...Itâs the separation that makes all the difference, and once you start to see that difference in your work from the work you so admire (thatâs why you chose that platform after all), itâs time to look for your breakthrough.
Suddenly your work starts to get noticed. Now you are working more on your own, making more of the difference between your work and what influenced it.
Your vision takes off.
Design Systems, Agile, and Industrialization
An Article by Brad FrostIâve come to the conclusion that âenterprise web developmentâ is just regular web development, only stripped of any joy or creativity or autonomy. Itâs plugging a bunch of smart people into the matrix and forcing them to crank out widgets and move the little cards to the right.
In these structures, people are stripped of their humanity as theyâre fed into the machine. It becomes âa developer resource is neededâ rather than âOh, Samantha would be a great fit for this project.â And the effect of all this on individuals is depressing. When peopleâs primary motivation is to move tickets over a column, their ability to be creative or serve a higher purpose are almost completely quashed. Interaction with other humans seems to be relegated to yelling at others to tell them theyâre blocked.
Reading âAS PER THE REQUIREMENTSâ in tickets makes me dry heave. How did such sterile, shitty language seep into my everyday work?
Input as collage
An Article by Austin KleonYour output depends on your input, but a lot of your input is random: youâre interested in lots of different things, and those things, occasionally, will talk to each other in your work.
Lately Iâve been thinking about being more intentional with input. Thinking about input as collage. Taking the principle of juxtaposition (1+1=3) and using that to guide your input: what weird, seemingly disparate things can you feed your brain that will come out later in a new mix?
The input collage can be subject or genre based and even better if itâs multi-media.
...Thereâs a balance here between feeding your brain intentionally and then backing off and letting your brain do the subconscious work of mixing your inputs together.
Touch the keys
An Article by Rach SmithIn his course Being Productive: Simple Steps to Calm Focus, Kourosh Dini emphasises the importance of taking a moment to âbe withâ the work every day (or however frequently you need to tackle a project). âBeing withâ your work is to be fully present and intentional about that activity and doing nothing else.
This idea was inspired by Diniâs piano teacher, who encouraged him to sit at his piano and touch the keys every day. Even on the days that he felt he had no time or inclination to practice. Sometimes touching the keys would lead to a good practice session, even when he didnât feel like it would before he actually gave it a go.
Just like Dini, I find that once I give the task my full attention and be present, the actual doing of it turns out to be much easier and more enjoyable than my mind had been expecting. As usual, the resistance to getting started is far more uncomfortable than actually doing the thing.
- ââTo pick up my penââ
To pick up my pen
An Article by Nick CaveThe most important undertaking of my day is to simply sit down at my desk and pick up my pen. Without this elementary act I could not call myself a songwriter, because songs come to me in intimations too slight to be perceived, unless I am primed and ready to receive them. They come not with a fanfare, but in whispers, and they come only when I am at work.
- ââTouch the keysââ
Chance favors the prepared mind
AÂ Quote by Louis PasteurDesigner + Developer Workflow
An Article by Dan MallThe way designers and developers work together today is broken. Itâs too siloed and separate; âcollaborationâ is a fantasy that few enjoy.
The state of advertising in the 1940s was similar. All of that changed when copywriter Bill Bernbach met art director Paul Rand. Their collaborative working style led to the birth of the idea of âthe creative team,â the mutual respect and partnership between art director and copywriter that tended to yield unique results. Bob Gage, an art director that worked for DDB, the agency Bernbach co-founded, described it like this:
âTwo people who respect each other sit in the same room for a length of time and arrive at a state of free association, where the mention of one idea will lead to another idea, then to another. The art director might suggest a headline, the writer a visual. The entire ad is conceived as a whole, in a kind of ping pong between disciplines.â
Isnât that what we all strive for in our jobs? True collaboration with equals and partners? Ideas that build off one another? Why does this seem so far away for some of us?
Forget the computer â hereâs why you should write and design by hand
An Article by Herbert LuiIn the middle of the 2000s, the designers at creative consultancy Landor installed Adobe Photoshop on their computers and started using it. General manager Antonio Marazza tells author David Sax:
âOvernight, the quality of their designs seemed to decline. After a few months of this, Landorâs Milan office gave all their designers Moleskine notebooks, and banned the use of Photoshop during the first weekâs work on a project. The idea was to let their initial ideas freely blossom on paper, without the inherent bias of the software, before transferring them to the computer later for fine-tuning. It was so successful, this policy remains in place today.â
The right box to think inside of
AÂ Quote by Aza RaskinDesign is not about learning to think outside the box, itâs about finding the right box to think inside of.
Enjoying the garden together
AÂ Quote by Brian EnoAnd essentially the idea there is that one is making a kind of music in the way that one might make a garden. One is carefully constructing seeds, or finding seeds, carefully planting them and then letting them have their life.
What this means, really, is a rethinking of oneâs own position as a creator. You stop thinking of yourself as me, the controller, you the audience, and you start thinking of all of us as the audience, all of us as people enjoying the garden together. Gardener included.
Hacking is the opposite of marketing
An Article by Tom MacWrightOne of my favorite definitions of âhackingâ is the creative reuse of tools for new and unexpected purposes. Hacking is using your email account as a hard drive, using your bicycle seat to open a beer, using Minecraftâs red bricks to create a calculator in the game.
The opposite of hacking is marketing. Marketing tells you that this particular non-stick pan is the pan youâll use to make omelettes, and youâll do it in the morning dressed in fashionable clothing in a nice kitchen. It includes a photo and inspirational copywriting to drive this home. Marketing dictates a style, context, and purpose for even the most general-purpose products. This narrative needs to be specific so that you can readily imagine it: itâs you, in an Airbnb, laughing with friends.
Waiting around to write
AÂ Quote by Gertrude SteinIf you write a half hour a day it makes a lot of writing year by year. To be sure all day and every day you are waiting around to write that half hour a day.
In defense of disorder: on career, creativity, and professionalism
An Essay by Chia AmisolaProfessionalism is a lie, build what you love, explore everything. In todayâs age of creation, anyone who attempts to tell you otherwise is lying. Youâll end up seeking what you traded for the rest of your life.
Negative Creativity
An Article by Scott AlexanderComing up with entirely novel ideas is really, really hard.
10 Years with Hayao Miyazaki
AÂ Documentary by Hayao MiyazakiAn exclusive, behind-the-scenes look at the genius of Japan's foremost living film director, Hayao Miyazaki â creator of some of the world's most iconic and enduring anime feature films.
The Microsoft Sound
AÂ Quote by Brian EnoThe thing from the agency said, "We want a piece of music that is inspiring, universal, blah- blah, da-da-da, optimistic, futuristic, sentimental, emotional," this whole list of adjectives, and then at the bottom it said "and it must be 3 1/4 seconds long."
I thought this was so funny and an amazing thought to actually try to make a little piece of music. It's like making a tiny little jewel.
In fact, I made 84 pieces. I got completely into this world of tiny, tiny little pieces of music. I was so sensitive to microseconds at the end of this that it really broke a logjam in my own work. Then when I'd finished that and I went back to working with pieces that were like three minutes long, it seemed like oceans of time.
Painting With the Web
An Article by Matthias OttSo much about [Gerhard Richter's painting process] reminds me of designing and building for the Web: The unpredictability, the peculiarities of the material, the improvisation, the bugs, the happy accidents. There is one crucial difference, though. By using static wireframes and static layouts, by separating design and development, we are often limiting our ability to have that creative dialogue with the Web and its materials. We are limiting our potential for playful exploration and for creating surprising and novel solutions. And, most importantly, we are limiting our ability to make conscious, well-informed decisions going forward. By adding more and more layers of abstraction, we are breaking the feedback loop of the creative process.
Early work
An Essay by Paul GrahamImagine if we could turn off the fear of making something lame. Imagine how much more we'd do.
The Small Group
An Article by James MulhollandLying somewhere between a club and a loosely defined set of friends, the SMALL GROUP is a repeated theme in the lives of the successful. Benjamin Franklin had the Junto Club, Tolkien and C.S. Lewis had The Inklings, Jobs and Wozniak had Homebrew.
Around a dozen members is the sweet spot of social motivation: small enough to know everyone, yet large enough that the group wonât collapse if one or two membersâ enthusiasm wanes; small enough that you are not daunted by competing with the whole world, yet large enough that you still need to be on your toes to keep up.
Scenius
Scenius stands for the intelligence and the intuition of a whole cultural scene. It is the communal form of the concept of the genius.
You and Your Research
AÂ Speech by Richard HammingThis talk centered on Hamming's observations and research on the question "Why do so few scientists make significant contributions and so many are forgotten in the long run?"
Don't think big
An Article by Ralph AmmerOne of the biggest mistakes you can make in your creative project is to pick a topic which is too big. Big topics often lead to small results, small topics foster great results.
And here is why: Your project is limited by the time and energy you have.
These are the boundaries of your project. If you pick a huge topic then there is not much room for your creative efforts. On the other hand, if you pick a small topic you have time and energy to make a great creative contribution.
Steve Jobs: The Lost Interview
- ââOn Valueââ
- ââOn Businessââ
- ââOn Programmingââ
- ââOn Successââ
- ââOn Processââ
On Value
It was clear that [Hewlett-Packard] recognized that its true value was in its employees.
On Business
How do you learn to run a company at 21 with no business experience?
Throughout the years in business I found something, which is, Iâd always ask why you do things, and the answers you invariably get are âoh thatâs just the way itâs done.â Nobody knows why they do what they do, nobody thinks about things very deeply in business. Thatâs what I found.
Iâll give you an example. When we were building our Apple Is in the garage we knew exactly what they cost. When we got into a factory in the Apple II days, accounting had this notion of a âstandard cost.â Where youâd kind of set a standard cost and then at the end of the quarter youâd adjust it with a variance. And I kept asking, âwhy do we do this?â And the answer was just âwell thatâs the way itâs done.â And after about 6 months of digging into this what I realized was the reason you do it is because you donât really have good enough controls to know how much it costs, so you guess, and then you fix your guess at the end of the quarter. And the reason you donât know how much it costs is because your information systems arenât good enough.
But nobody said it that way. And so later on when we designed this automated factory for Macintosh we were able to get rid of a lot of these antiquated concepts, and know exactly what something costs, to the cent. And so in business a lot of things are what I would call âfolklore.â Theyâre done that way because they were done that way yesterday. And so if youâre willing to ask a lot of questions about things and work hard you can learn business pretty fast. Itâs not the hardest thing in the world. Itâs not rocket science.
On Programming
I think everyone in this country should learn a computer language because it teaches you how to think. Itâs like going to law school â I donât think anyone should be a lawyer, but going to law school could be useful because it teaches you how to think in a certain way. So I view computer science as a liberal art.
On Success
The technology crashed and burned at Xerox.
What happens is, like with John Sculley, John came from PepsiCo, and they at most would change their product maybe once every ten years. To them a new product was like a new size bottle. So if you were a product person you couldnât change the course of that company very much. So who influenced the success of PepsiCo? The sales and marketing people. Therefore they were the ones that got promoted and they were the ones that ran the company.
Well, for PepsiCo that might have been ok, but it turns out the same thing can happen in technology companies that get monopolies, like IBM and Xerox.
If you were a product person at IBM, or Xerox, so you make a better copier or a better computer? So what? When you have a monopoly market share, the company isnât any more successful. So the people that can make the company more successful are sales and marketing people, and they end up running the companies. And the product people end up getting driven out of the decision marking forums. And the companies forget what it means to make great products. The product sensibilities and the product genius that brought them to that monopolistic position gets rotted out by people running these companies who have no conception of a good product vs. a bad product. They have no conception of the craftsmanship thatâs required to take a good idea and turn it into a good product. And they really have no feeling in their hearts, usually, about wanting to really help the customers.
So thatâs what happened at Xerox.
On Process
People get confused, companies get confused. When they start getting bigger, they want to replicate their initial success, and a lot of them think that somehow thereâs some magic in the process that theyâve created. And so they start to institutionalize process across the company. And before very long people get very confused that the process is the content.
In my career Iâve found that the best people are the ones who really understand the content. And theyâre a pain in the butt to manage. But you put up with it because theyâre so great at the content. And thatâs what makes great products. Itâs not process, itâs content.
On Greatness
Whatâs important to you in the development of a product?
One of the things that really hurt Apple was that after I left John Sculley got a very serious disease. And that disease â Iâve seen other people get it too â itâs the disease of thinking that a really great idea is 90% of the work, and if you just tell all these other people âhereâs this great idea,â then of course they can just go off and make it happen.
The problem with that is that thereâs just a tremendous amount of craftsmanship in between a great idea and a great product. And as you evolve that great idea it changes and grows. It never comes out like it starts, because you learn a lot more as you get into the subtleties of it, and you also find there are tremendous tradeoffs you have to make, there are just certain things you canât make electrons do, there are certain things you canât make plastic, or glass, or factories, or robots do. And as you get into all these things, you find that designing a product is keeping 5,000 things in your brain, these concepts, and just fitting them all together and continuing to push to fit them together in new and different ways to get what you want. And every day you discover a new problem or a new opportunity to do it a little differently. And itâs that process that is the magic.
On Teamwork
What Iâve always felt that a team of people doing something they really believe in is like, is like when I was a young kid, there was a widowed man that lived up the street. He was in his 80âs, and a little scary looking, and I got to know him a little bit â I think he paid me to cut his lawn or something â and one day he told me, âcome into my garage, I want to show you something.â
And he pulled out this dusty old rock tumbler. It was a motor and a coffee can and a band between them. And he said âcome out here with me,â so we went out to the back and we got some rocks, just some regular old ugly rocks and we put them in the can with a little bit of liquid and a little bit of grit powder, and he turned the motor on and said âcome back tomorrow,â as the tumbler was turning and making a racket.
So I came back the next day and what we took out were these amazingly beautiful and polished rocks. The same common stones that had gone in â through rubbing against each other, creating a little bit of friction, creating a little bit of noise â had come out as these beautiful polished rocks.
And thatâs always been my metaphor for a team working really hard on something theyâre passionate about. Itâs that through the team, through that group of incredibly talented people bumping up against each other, having arguments, having fights sometimes, making some noise, and working together, they polish each other, and they polish their ideas. And what comes out are these really beautiful stones.
On Criticism
People are being counted on to do specific pieces of the puzzle. And the most important thing I think you can do for somebody whoâs really good and whoâs really being counted on is to point out to them when their work isnât good enough, and to do it very clearly, and to articulate why, and to get them back on track. And you need to do that in a way that does not call into question your confidence in their abilities, but leaves not much room for interpretation.
On Help
Microsoftâs orbit was made possible by a Saturn V booster called IBM.
On Taste
The only problem with Microsoft is they just have no taste. They have absolutely no taste, and what that means is â and I donât mean that in a small way, I mean that in a big way â in the sense that they donât think of original ideas, and they donât bring much culture into their product. And you say âwell why is that important?â Well, you know, proportionally spaced fonts come from typesetting and beautiful books, so thatâs where one gets the idea. And if it werenât for the Mac they would never have that in their products.
And so I guess I am saddened, not by Microsoft's success â I have no problem with their success. They have earned their success â I have a problem with the fact that they just make really third-rate products. Their products have no spirit to them, no spirit of enlightenment about them. They are very pedestrian. And the sad part is that most customers donât have that spirit either. But the way that weâre going to ratchet up our species is to take the best and to spread it around to everybody so that everybody grows up with better things, and starts to understand the subtlety of these better things. And Microsoft is McDonaldâs.
So thatâs what saddens me â not that Microsoft has won, but that Microsoftâs products donât display more insight and more creativity.
On Technology
As we look back 10 years from now, the web is going to be the defining technology, the defining social moment for our generation.
I think itâs going to be huge.
On Tools
I read an article when I was very young in Scientific America. It measured the efficiency of locomotion for various species on the planet â you know, for bears and chimpanzees and raccoons and birds and fish â how many kilocalories per kilometer did they spend to move? And humans were measured too. And the condor won, it was the most efficient. And mankind, the crown of creation, came in with rather an unimpressive showing about a third of the way down the list.
But somebody there had the brilliance to test a human riding a bicycle, and it blew away the condor, all the way off the charts. And I remember this really had an impact on me, I remember thinking that humans are tool builders, and we build tools that can dramatically amplify our innate human abilities.
And to me â we actually ran an ad like this, very early at Apple â the personal computer is the bicycle of the mind. And I believe that with every bone in my body, that of all the inventions of humans, the computer is going to rank near if not at the top as history unfolds and we look back. It is the most awesome tool that we have ever invented, and I feel incredibly lucky to be at exactly the right place in Silicon Valley, at exactly the right time where this invention has taken form.
On Theft
How do we know whatâs the right direction [for computers to take]?
Ultimately it comes down to taste. It comes down to trying to expose yourself to the best things that humans have done, and then trying to bring those things in to what youâre doing.
Picasso had a saying: âGood artists copy, great artists steal.â And we (at Apple) have always been shameless about stealing great ideas. And I think part of what made Macintosh great was that the people working on it were musicians and poets and artists and zoologists and historians who also happened to have been the best computer scientists in the world. But if it hasnât been for computer science, these people would all be doing amazing things in life in other fields. And they brought with them â we all brought to this effort â a very liberal arts air, a very liberal arts attitude, that we wanted to pull in the best we saw in these other fields into ours.
On Expression
There was a germ of something there. And itâs the same thing that causes people to want to be poets instead of bankers. I think thatâs a wonderful thing, and I think that same spirit can be put into products, and those products can be manufactured and given to people and they can sense that spirit. If you talk to people that use the Macintosh, they love it. I mean you donât hear people loving products very often. But you could feel it, there was something really wonderful there.
So I donât think that most of the really best people that Iâve worked with have worked with computers for the sake of working with computers. They work with computers because they are the medium that is best capable of transmitting some feeling that you have that you want to share with other people. And before they invented these things, all these people would have done other things. But computers were invented, and they did come along, and all these people did get interested in them, either in school or before school, and said âHey, this is the medium that I think I can say something in."
On Talent
I observed something fairly early on at Apple, which I didnât know how to explain then, but Iâve thought a lot about it since. Most things in life have a dynamic range in which [the ratio of] âaverageâ to âbestâ is at most 2:1.
For example, if you go to New York City and get an average taxi cab driver, versus the best taxi cab driver, youâll probably get to your destination with the best taxi driver 30% faster. And an automobile; whatâs the difference between the average car and the best? Maybe 20%? The best CD player versus the average CD player? Maybe 20%? So 2:1 is a big dynamic range for most things in life.
Now, in software, and it used to be the case in hardware, the difference between the average software developer and the best is 50:1; maybe even 100:1. Very few things in life are like this, but what I was lucky enough to spend my life doing, which is software, is like this.
So Iâve built a lot of my success on finding these truly gifted people, and not settling for âBâ and âCâ players, but really going for the âAâ players. And I found something⊠I found that when you get enough âAâ players together, when you go through the incredible work to find these âAâ players, they really like working with each other. Because most have never had the chance to do that before. And they donât work with âBâ and âCâ players, so itâs self-policing. They only want to hire âAâ players. So you build these pockets of âAâ players and it just propagates.