"Kant described a mechanism as a functional unity, in which the parts exist for one another in the performance of a particular function.
An organism, on the other hand, is a functional and structural unity in which the parts exist for and by means of one another in the expression of a particular nature.
This means that the parts of an organism – leaves, roots, flowers, limbs, eyes, heart, brain – are not made independently and then assembled, as in a machine, but arise as a result of interactions within the developing organism."
— Brian Goodwin, How the Leopard Changed His Spots
If we try to cross this lake by following only the stepping stones that lead toward our objective, we’ll soon get stuck. But what if we let go of our objectives? What if we focused on trying to find new stepping stones instead? This is novelty search. Instead of looking for something specific, you look for something new.
Novelty search isn’t just random, it’s chance plus memory. Together, these ingredients do something interesting.
...Stepping stones are also combinatorial. Each new stepping stone we discover expands our potential to find even more stepping stones. Collecting stepping stones is a luck maximization algorithm. By collecting and combining stepping stones, we might arrive at our destination by accident, or somewhere more interesting!
The way designers and developers work together today is broken. It’s too siloed and separate; “collaboration” 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 “the creative team,” 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:
“Two 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.”
Isn’t 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?