Nothing so fundamental lies in the realm of concern to us aggregate humans, where the need is, now, for the study of real complexity, not idealized simplicity. In every field except high-energy physics on one hand, and cosmology on the other, one hears the same. The immense understanding that has come from digging deeper to atomic explanations has been followed by a realization that this leaves out something essential. In its rapid advance, science has had to ignore the fact that a whole is more than the sum of its parts.
In a natural landscape, each element is part of the greater whole, a sophisticated and intricate web of connections and energy flows. If we attempt to create landscapes using a strictly objective viewpoint, we will produce awkward and dysfunctional designs because all living systems are more than just a sum of their parts. Our culture has tried to define the landscape scientifically, by collecting extensive data about its parts.
These methods are much like the group of blind mullahs in the Sufi tale, who try to describe an elephant.
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?
In the past, GDP and resources use have always been tightly correlated. But this is just drawing a line through some data — it’s not based on any deep theory. And in fact, these correlations can change very quickly. Just as one example, here’s energy use versus GDP since 1949.
If you were sitting in 1970, you could look at this curve and claim, very confidently, that economic growth requires concomitant increases in energy use. And you’d be wrong. Because the trend is your friend til the bend at the end.