Without a person at (or near) the helm who thoroughly understands the principles and elements of Design, a company eventually runs out of reasons for design decisions. With every new design decision, critics cry foul. Without conviction, doubt creeps in. Instincts fail. “Is this the right move?” When a company is filled with engineers, it turns to engineering to solve problems. Reduce each decision to a simple logic problem. Remove all subjectivity and just look at the data. Data in your favor? Ok, launch it. Data shows negative effects? Back to the drawing board. And that data eventually becomes a crutch for every decision, paralyzing the company and preventing it from making any daring design decisions.
Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that. I’ve grown tired of debating such minuscule design decisions. There are more exciting design problems in this world to tackle.
“Can I ask you one more question?”
“Sure.”
“Have you already decided on the next barn to burn?”
This caused him to furrow up wrinkles between his eyes; then he inhaled audibly through his nose. “Well, yes. As a matter of fact, I have.”
I sipped the last of my beer and said nothing.
“A great barn. The first barn really worth burning in ages. Fact is, I went and checked it out only today.”
“Which means, it must be nearby.”
“Very near,” he confirmed.
I walked around with a map, penciling in X’s wherever there was a barn or shed. For the next three days, I covered four kilometers in all four directions. Living toward the outskirts of town, there are still a good many farmers in the vicinity. So it came to a considerable number of barns—sixteen altogether.
I carefully checked the condition of each of these, and from the sixteen I eliminated all those where there were houses in the immediate proximity or greenhouses alongside. I also eliminated those in which there were farm implements or chemicals or signs that they were still in active use. I didn’t imagine he’d want to burn tools or fertilizer. That left five barns.
Every morning, I still run past those five barns. Not one of them has yet burned down. Nor do I hear of any barn fires. Come December, the birds strafe overhead. And I keep getting older. Although just now and then, in the depths of the night, I’ll think about barns burning to the ground.