In the television show Masterchef there was an episode where the judges did a test on what they call “basic skills”. One of the judges often says that in order to be a “true chef”, you must know how to quickly and finely cut onions.
...This was really bothering me and I am stubborn so I wanted to win this fake argument really badly so I looked up why the way one cuts onions is important: as it turns out, the shape and even the surface area affect the end flavour. I thought the whole “chop chop chop” was about performance in the kitchen. Cut quickly to serve quickly! I was wrong.
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?