Creativity
The Design Squiggle
Begin with your work
A 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 you’re 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 you’re 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. You’re 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 – the criteria of creativity,
or flexibility, being imagination and fantasy. Altogether
it promotes “thinking in situations,” 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." — 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 creator’s 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 – more interesting than anything I would have come up with on my own if asked to generate an interesting idea. Maybe it’s a clever joke or turn of phrase. Maybe it’s a neat idea. Sometimes I misunderstand people’s entire positions, and end up with positions much more interesting than the ones they were trying to push.
Logjam
- That there is a big danger in working in a single medium. The logjam you don’t even know you’re 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
“The more exact and complete the criteria are, the more creative the work becomes. The creative act is reduced to an act of selection.”
— 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 topics—proving 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 “use”, 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 – 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 like—what?—10 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 romantics—including German idealists and existentialists like Sartre—imagination 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 creative—an 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 don’t produce thoughts nearly as “coherent, witty or wise as their hyper-developed Prune filter is used to processing”.
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 halt—like 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, “I’d like to read a cultural history of the moon.” I googled, and there it was. My friend Matt said, “Ideally, that is exactly how one should find everything they read…and write.”
It’s really that simple. You find the books you want to read… and if you can’t find them, you write them.
Inheriting Froebel's Gifts
A Podcast by Kurt KohlstedtFroebel’s 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 “Gifts” would then give way to construction-oriented “Occupations.” 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.
Don’t Play It Like the Flute
An Article by Matthias OttDon’t 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 “being professional”. 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 – both for good and ill – is the creative one.”
And this is why “making” in and of itself is not the answer to our decadent moment. “Love 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 both” – and this is the Fëanor 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 — 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.
The McDonald’s Theory of Creativity
An Article by Jon BellI use a trick with co-workers when we’re trying to decide where to eat for lunch and no one has any ideas. I recommend McDonald’s.
An interesting thing happens. Everyone unanimously agrees that we can’t possibly go to McDonald’s, and better lunch suggestions emerge. Magic!
It’s as if we’ve broken the ice with the worst possible idea, and now that the discussion has started, people suddenly get very creative. I call it the McDonald’s 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.
...It’s the separation that makes all the difference, and once you start to see that difference in your work from the work you so admire (that’s why you chose that platform after all), it’s 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 FrostI’ve come to the conclusion that “enterprise web development” is just regular web development, only stripped of any joy or creativity or autonomy. It’s 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 they’re fed into the machine. It becomes “a developer resource is needed” rather than “Oh, Samantha would be a great fit for this project.” And the effect of all this on individuals is depressing. When people’s 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 they’re blocked.
Reading “AS PER THE REQUIREMENTS” 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: you’re interested in lots of different things, and those things, occasionally, will talk to each other in your work.
Lately I’ve 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 it’s multi-media.
...There’s 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 “be with” the work every day (or however frequently you need to tackle a project). “Being with” your work is to be fully present and intentional about that activity and doing nothing else.
This idea was inspired by Dini’s 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 didn’t 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.
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.
Chance favors the prepared mind
A Quote by Louis PasteurDesigner + Developer Workflow
An Article by Dan MallThe 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?
Forget the computer — here’s 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:
“Overnight, the quality of their designs seemed to decline. After a few months of this, Landor’s Milan office gave all their designers Moleskine notebooks, and banned the use of Photoshop during the first week’s 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.”
The right box to think inside of
A Quote by Aza RaskinDesign is not about learning to think outside the box, it’s about finding the right box to think inside of.
Enjoying the garden together
A 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 one’s 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 “hacking” 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 Minecraft’s 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 you’ll use to make omelettes, and you’ll 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: it’s you, in an Airbnb, laughing with friends.
Waiting around to write
A 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 today’s age of creation, anyone who attempts to tell you otherwise is lying. You’ll 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
A Documentary by Hayao MiyazakiAn exclusive, behind-the-scenes look at the genius of Japan's foremost living film director, Hayao Miyazaki — creator of some of the world's most iconic and enduring anime feature films.
The Microsoft Sound
A 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 won’t collapse if one or two members’ 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
A 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
You'll know it's there
Jobs's father had once taught him that a drive for perfection meant caring about the craftsmanship even of the parts unseen. Jobs applied that to the layout of the circuit board inside the Apple II. He rejected the initial design because the lines were not straight enough.
In an interview a few years later, after the Macintosh came out, Jobs again reiterated that lesson from his father: "When you're a carpenter making a beautiful chest of drawers, you're not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You'll know it's there, so you're going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through."
The Apple Marketing Philosophy
Markkula wrote his principles in a one-page paper titled "The Apple Marketing Philosophy" that stressed three points.
The first was empathy, an intimate connection with the feelings of the customer: "We will truly understand their needs better than any other company."
The second was focus: "In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities."
The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. "People DO just a book by its cover," he wrote. "We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities."
Not just in the details
There falls a shadow, as T.S. Eliot noted, between the conception and the creation. In the annals of innovation, new ideas are only part of the equation. Execution is just as important.
The improvements [over Xerox] were in not just the details but the entire concept. The mouse at Xerox PARC could not be used to drag a window around the screen. Apple's engineers devised an interface so you could not only drag windows and files around, you could even drop them into folders. The Xerox system required you to select a command in order to do anything...the Apple system transformed the desktop metaphor into virtual reality by allowing you to directly touch, manipulate, drag, and relocate things. And Apple's engineers worked in tandem with its designers to improve the desktop concept by adding delightful icons and menus that pulled down from a bar atop each window and the capability to open files and folders with a double click.
An icon is a symbol equally incomprehensible in all human languages
An icon is a symbol equally incomprehensible in all human languages. There's a reason why humans invented phonetic languages.
If it could save a person's life, would you find a way to make it faster?
"If it could save a person's life, would you find a way to shave ten seconds off the boot time?" [Jobs] asked. Kenyon allowed that he probably could. Jobs went to a whiteboard and showed that if there were five million people using the Max, and it took ten seconds extra to turn it on every day, that added up to three hundred million or so hours per year that people would save, which was the equivalent of at least one hundred lifetimes saved per year. "Larry was suitably impressed, and a few weeks later he came back and it booted up twenty-eight seconds faster," Atkinson recalled. "Steve had a way of motivating by looking at the bigger picture."
We might as well make them beautiful
The Macintosh team came to share Jobs's passion for making a great product, not just a profitable one. "Jobs thought of himself as an artist, and he encouraged the design team to think of ourselves that way too," said Hertzfeld. "The goal was never to beat the competition, or even to make a lot of money. It was the do the greatest thing possible, or even a little greater." He once took the team to see an exhibit of Tiffany glass at the Metropolitan Museum in Manhattan because he believed they could learn from Louis Tiffany's example of creating great art that could be mass-produced. Recalled Bud Tribble, "We said to ourselves, 'Hey, if we're going to make things in our lives, we might as well make them beautiful.'"
Models and iterations
Every month or so, Manock and Oyama would present a new iteration based on Jobs's previous criticisms. The latest plaster model would be dramatically unveiled, and all the previous attempts would be lined up next to it. That not only helped them gauge the design's evolution, but it prevented Jobs from insisting that one of his suggestions had been ignored.
For a computer to be friendly
Even though Steve didn't draw any of the lines, his ideas and inspiration made the design what it is. To be honest, we didn't know what it meant for a computer to be 'friendly' until Steve told us.
It's not just a little thing
At one point Kare and Atkinson complained that he was making them spend too much time on tiny little tweaks to the title bar when they had bigger things to do. Jobs erupted. "Can you imagine looking at that every day?" he shouted. "It's not just a little thing, it's something we have to do right."
Real artists sign their work
When the design was finally locked in, Jobs called the Macintosh team together for a ceremony. "Real artists sign their work," he said. So he got out a sheet of drafting paper and a Sharpie pen and had all of them sign their names. The signatures were engraved inside each Macintosh.
Whole widgets
Jobs believed that for a computer to be truly great, its hardware and its software had to be tightly linked. When a computer was open to running software that also worked on other computers, it would end up sacrificing some functionality. The best products, he believed, were "whole widgets" that were designed end-to-end, with the software closely tailored to the hardware and vice versa.
A ripple through the universe
As every day passes, the work fifty people are doing here is going to send a giant ripple through the universe. I know I might be a little hard to get along with, but this is the most fun thing I've done in my life.
Customers don't know what they want
At the end of the presentation someone asked whether he thought they should do some market research to see what customers wanted. "No," he replied, "because customers don't know what they want until we've shown them." Then he pulled out a device that was about the size of a desk diary. "Do you want to see something neat?" When he flipped it open, it turned out to be a mock-up of a computer that could fit in your lap, with a keyboard and a screen hinged together like a notebook. "This is my dream of what we will be making in the mid- to late eighties," he said. They were building a company that would invent the future.
All sorts of ways to use the machine
Jobs wanted to sell Pixar's computers to a mass market, so he had the Pixar folks open up sales offices—for which he approved the design—in major cities, on the theory that creative people would soon come up with all sorts of ways to use the machine. "My view is that people are creative animals and will figure out clever new ways to use tools that the inventor never imagined."
One keyboard at a time
His frustration with Apple was evident when he gave a talk to a Stanford Business School club at the home of a student, who asked him to sign a Macintosh keyboard. Jobs agreed to do so if he could remove the keys that had been added to the Mac after he left. He pulled out his car keys and pried off the four arrow cursor keys, which he had once banned, as well as the top row of F1, F2, F3 ... function keys. "I'm changing the world one keyboard at a time," he deadpanned. Then he signed the mutilated keyboard.
Think Different.
They debated the grammatical issue: If "different" was supposed to modify the verb "think," it should be an adverb, as in "think differently." But Jobs insisted that he wanted "different" to be used as a noun, as in "think victory" or "think beauty." Also, it echoed colloquial use, as in "think big." Jobs later explained, "We discussed whether it was correct before we ran it. It's grammatical, if you think about what we're trying to say. It's not think the same, it's think different. Think a little different, think a lot different, think different. 'Think differently' wouldn't hit the meaning for me"
Ban PowerPoints
One of the first things Jobs did during the product review process was ban PowerPoints. "I hate the way people use slide presentations instead of thinking," Jobs later recalled. "People would confront a problem by creating a presentation. I wanted them to engage, to hash things out at the table, rather than show a bunch of slides. People who know what they're talking about don't need PowerPoint."
Which ones do I tell my friends to buy?
The product review revealed how unfocused Apple had become. The company was churning out multiple versions of each product because of bureaucratic momentum and to satisfy the whims of retailers..."I had people explaining this to me for three weeks," Jobs said. "I couldn't figure it out." He finally began asking simple questions, like, "Which ones do I tell my friends to buy?"
When he couldn't get simple answers, he began slashing away at models and products. Soon he had cut 70% of them..."I came out of the meeting with people who had just gotten their products canceled and they were three feet off the ground with excitement because they finally understood where in the heck we were going."
After a few weeks Jobs finally had enough. "Stop!" he shouted at one big product strategy session. "This is crazy." He grabbed a magic marker, padded to a whiteboard, and drew a horizontal and vertical line to make a four-squared chart. "Here's what we need," he continued. Atop the two columns he wrote "Consumer" and "Pro"; he labeled the two rows "Desktop" and "Portable." Their job, he said, was to make four great products, one for each quadrant. "The room was in dumb silence," Schiller recalled.
That feeling of putting care into a product
I always understood the beauty of things made by hand. I came to realize that what was really important was the care that was put into it. What I really despise is when I sense some carelessness in a product.
Unlike some designers, [Ive] didn't just make beautiful sketches; he also focused on how the engineering and inner components would work.
He became head of [the design department at Apple] in 1996, the year before jobs returned, but wasn't happy. Amelio had little appreciation for design.
There wasn't that feeling of putting care into a product, because we were trying to maximize the money we made. All they wanted from us designers was a model of what something was supposed to look like on the outside, and then engineers would make it as cheap as possible. I was about to quit.
To be truly simple
Why do we assume that simple is good? Because with physical products, we have to feel we can dominate them. As you bring order to complexity, you find a way to make the product defer to you. Simplicity isn't just a visual style. It's not just minimalism or the absence of clutter. It involves digging through the depth of the complexity. To be truly simple, you have to go really deep. For example, to have no screws on something you can end up having a product that is so convoluted and so complex. The better way is to go deeper with the simplicity, to understand everything about it and how it's manufactured. You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.
Total collaboration
The process of designing a product at Apple was integrally related to how it would be engineered and manufactured. Ive described one of Apple's Power Macs. "We wanted to get rid of anything other than what was absolutely essential," he said. "To do so required total collaboration between the designers, the product developers, the engineers, and the manufacturing team. We kept going back to the beginning, again and again. Do we need that part? Can we get it to perform the function of the other four parts?"
Pure and seamless
The connection between the design of a product, its essence, and its manufacturing was illustrated for Jobs and Ive when they were traveling in France and went into a kitchen supply store. Ive picked up a knife he admired, but then put it down in disappointment. Jobs did the same. "We both noticed a tiny bit of glue between the handle and the blade," Ive recalled. They talked about how the knife's good design had been ruined by the way it was manufactured. "We don't like to think of our knives as being glued together," Ive said. "Steve and I care about things like that, which ruin the purity and detract from the essence of something like a utensil, and we think alike about how products should be made to look pure and seamless."
When we make a model and realize it's rubbish
Much of the design process is a conversation, a back-and-forth as we walk around the tables and play with the models. He doesn't like to read complex drawings. He wants to see and feel a model. He's right. I get surprised when we make a model and then realize it's rubbish, even though based on the CAD renderings it looked great.
He loves coming in here because it's calm and gentle. It's a paradise if you're a visual person. There are no formal design reviews, so there are no huge decision points. Instead we can make the presentations fluid. Since we iterate every day and never have dumb-ass presentations, we don't run into major disagreements.
A ritual of unpacking
I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.
The iMac
Ive and his team worked with Apple's Korean manufacturers to perfect the process of making the cases, and they even went to a jelly bean factory to study how to make translucent colors look enticing. The cost of each case was more than $60 per unit, three times that of a regular computer case. Other companies would probably have demanded presentations and studies to show whether the translucent case would increase sales enough to justify the extra cost. Jobs asked for no such analysis.
Topping off the design was the handle nestled into the iMac. It was more playful and semiotic than it was functional. This was a desktop computer; not many people were really going to carry it it around. But as Ive later explained:
Back then, people weren't comfortable with technology. If you're scared of something, then you won't touch it. I could see my mum being scared to touch it. So I thought, if there's this handle on it, it makes a relationship possible. It's approachable. It's intuitive. It gives you permission to touch. It gives a sense of deference to you.
We'll slap a little color on this piece of junk
"The one thing Apple's providing now is leadership in colors," Gates said as he pointed to a Windows-based PC that he jokingly had painted red. "It won't take long for us to catch up with that, I don't think."
Jobs was furious, and he told a reporter that Gates, the man he had publicly decried for being completely devoid of taste, was clueless about what made the iMac so much more appealing than other computers. "The thing that our competitors are missing is they think it's about fashion, and they think it's about surface appearance," he said. "They said, We'll slap a little color on this piece of junk computer, and we'll have one, too."
The Apple Store
"Ron [Johnson] thinks we've got it all wrong. He thinks [the Apple store] should be organized not around products but instead around what people do." There was a pause, then Jobs continued. "And you know, he's right." He said they would redo the layout, even though it would likely delay the planned January rollout by three or four months. "We've only got one chance to get it right."
Jobs liked to tell the story—and he did so to his team that day—about how everything he had done correctly had required a moment when he hit the rewind button. In each case he had to rework something that he discovered was not perfect.
The iPod
Suddenly everything had fallen into place: a drive that would hold a thousand songs; and interface and scroll wheel that would let you navigate a thousand songs; a FireWire connection that could sync a thousand songs in under ten minutes; and a battery that would last through a thousand songs.
"We suddenly were looking at one another and saying, 'This is going to be so cool,'" Jobs recalled. "We knew how cool it was, because we knew how badly we each wanted one personally."
Cannibalize yourself
Like many companies, Sony worried about cannibalization. If it built a music player and service that made it easy for people to share digital songs, that might hurt sales of its record division. One of Jobs's business rules was to never be afraid of cannibalizing yourself. "If you don't cannibalize yourself, someone else will."
The job of art is to chase ugliness away
Bono later explained that not all corporate sponsorships were deals with the devil.
The 'devil' here is a bunch of creative minds, more creative than a lot of people in rock bands. The lead singer is Steve Jobs. These men have helped design the most beautiful art object in music culture since the electric guitar. That's the iPod. The job of art is to chase ugliness away.
The right kind of building can do great things for a culture
"Steve had this firm belief that the right kind of building can do great things for a culture," said Pixar's president Ed Catmull.
Despite being a denizen of the digital world, or maybe because he knew all too well its isolating potential, Jobs was a strong believer in face-to-face meetings. "There's a temptation in our networked age to think that ideas can be developed by email and iChat," he said. "That's crazy. Creativity comes from spontaneous meetings, from random discussions. You run into someone, you ask what they're doing, you said 'Wow,' and soon you're cooking up all sorts of ideas."
When our tools are broken, we feel broken
In his piece [for Time] Lev Grossman correctly noted that the iPhone did not really invent many new features, it just made those features a lot more usable. "But that's important. When our tools don't work, we tend to blame ourselves, for being too stupid or not reading the manual or having too-fat fingers...When our tools are broken, we feel broken. And when somebody fixes one, we feel a tiny bit more whole."
Scoop it up and whisk it away
At one point Jobs looked at the model [for the first iPad] and was slightly dissatisfied. It didn't feel casual and friendly enough, so that you would naturally scoop it up and whisk it away. Ive put his finger, so to speak, on the problem: They needed to signal that you could grab it with one hand, on impulse. The bottom edge needed to be slightly rounded, so that you'd feel comfortable just scooping it up rather than lifting it carefully.
A pedestrian cloak
Even before the iPad went on sale, Jobs was thinking about what should be in the iPad 2...there was a peripheral issue that he focused on that most people hadn't thought about: The cases that people used covered the beautiful lines of the iPad and detracted from the screen. They made fatter what should be thinner. They put a pedestrian cloak on a device that should be magical in all of its aspects.
To read things that are not yet on the page
My passion has been to build an enduring company where people were motivated the make great products. Everything else was secondary...the products, not the profits, were the motivation.
Some people say, "Give the customers what they want." But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said, "If I'd asked customers what they wanted, they would have told me, 'A faster horse!'" People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page.
Click
I'm about fifty-fifty on believing in God. For most of my life, I've felt that there must be more to our existence than meets the eye.
I like to think that something survives after you die. It's strange to think that you accumulate all this experience, and maybe a little wisdom, and that it just goes away. So I really want to believe that something survives, that maybe your consciousness endures.
But on the other hand, perhaps it's like an on-off switch. Click! And you're gone.
...Maybe that's why I never liked to put on-off switches on Apple devices.