There is an apparent reluctance among consumers to accept designs that are too radically different from what they claim to supersede, for when, for when familiar things are redesigned too dramatically the function they perform can be less than obvious and thus possibly suspect. Loewy summarized the phenomenon by using the acronym MAYA, standing for "most advanced yet acceptable."
Throughout a racing season there is constant, relentless pressure on the designer to keep making design improvements. But there is a limit to what can be achieved with any car design, before a jump has to be made to basically a new design, an innovation. As Gordon Murray says, ‘Given the situation and the pressure at any one time, you do get to the brick wall...I mean you're doing all these normal modifications, you know you can't go any quicker, you need to make the step forward.’
In the midst of the pressure, the fervour, the panic, he ‘used to get breakthroughs, I mean I used to get like suddenly a mental block's lifted.’
Choi: I love [this contemporary banana cream pie] because sometimes new presentations create that iconic or nostalgic thing, but then they don't taste like nostalgia. But this one tastes like a banana cream pie.
Puck: So many young chefs today forget that food has to be delicious. If it's not delicious, why do it? If it's just interesting, you go once, that's it – "okay, I get it, but I don't want to go back."
Choi: I hear you chef. That's what I teach my cooks. I say, "You can do anything you want, but if you can't beat a banana cream pie, then the banana cream pie still wins." In most cases they don't. They can't beat the original.
Here, then, is the central idea: the form of made things is always subject to change in response to their real or perceived shortcomings, their failures to function properly. This principle governs all invention, innovation, ingenuity.
Imagine a circle that contains all of human knowledge.
By the time you finish elementary school, you know a little.
By the time you finish high school, you know a bit more.
With a bachelor's degree, you gain a specialty.
A master's degree deepens that specialty:
Reading research papers takes you to the edge of human knowledge.
Once you're at the boundary, you focus.
You push at the boundary for a few years.
Until one day, the boundary gives way.
And, that dent you've made is called a Ph.D..
Of course, the world looks different to you now.
So, don't forget the bigger picture.
Keep pushing.
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!
In 1800, if you’d said that you wanted something ‘made by hand’, that would be meaningless - everything was handmade. But half a century later, it could be a reaction against the age of the machine - of steam and coal-smoke and ‘dark satanic mills.’ The Arts and Crafts movement proposed slow, hand-made, imperfect craft in reaction to mass-produced ‘perfection’ (and a lot of other things besides). A century later this is one reason I’m fascinated by the new luxury goods platforms LVMH and Kering, or indeed Supreme. How do you mass-manufacture, mass-market and mass-retail things whose entire nature is supposedly that they’re individual?
...we keep building tools, but also we let go. That’s part of the progression - Arts and Crafts was a reaction against what became the machine age, but Bauhaus and futurism embraced it. If the ‘metaverse’ means anything, it reflects that we have all grown up with this now, and we’re looking at ways to absorb it, internalise it and reflect it in our lives and in popular culture - to take ownership of it. When software eats the world, it’s not software anymore.
When nothing disturbs me and I have no idea what to do more, what I could add or destroy. This is very surprising, often, when I’m painting, again and again, every day and it feels like it is never-ending […] and it will never become a good painting. And suddenly, it’s finished. Oh! Good. Thanks.
The details are fascinating, but the central argument — that the birth of modernity can be traced to a meta-crisis spawned by the 0.1s problem — is worth understanding and appreciating whether or not you’re a time nerd like me.
There is no convenient leitmotif, comparable to the 0.1s problem, for our contemporary version of the rhyming conditions, but something very similar to the “tenth of a second crisis” is going on today. I suspect our Great Weirding too involves some sort of limiting factor on human cognition that we haven’t yet properly wrapped our minds around. It isn’t reaction time, but something analogous.
If there’s one thing you take from this post, let it be this: notice the next time you agonize over a choice, or pass up an opportunity. And ask yourself not “what is the right decision” but rather “which decision will get me closer to the kind of person I want to be”.
In psychology, the four stages of competence, or the "conscious competence" learning model, relates to the psychological states involved in the process of progressing from incompetence to competence in a skill.
I suggest that our industrial heritage has been an important preliminary stage. The next step is to carefully examine and implement design values that nurture our joy of life. Just like our “industrial design” illustrated our industrial values, a life-friendly design could express our biophilic values.
This optimistic design approach differs from naive nostalgia or fear of extinction. There is no way back to nature but only forward to nature.
The lake was silent for some time. Finally, it said:
"I weep for Narcissus, but I never noticed that Narcissus was beautiful. I weep because, each time he knelt beside my banks, I could see, in the depths of his eyes, my own beauty reflected."
If he were to tire of the Andalusian fields, he could sell his sheep and go to sea. By the time he had had enough of the sea, he would already have known other cities, other women, and other chances to be happy. I couldn't have found God in the seminary, he thought, as he looked at the sunrise.
When someone sees the same people every day, as had happened with him at the seminary, they wind up becoming a part of that person's life. And then they want the person to change. If someone isn't what others want them to be, the others become angry. Everyone seems to have a clear idea of how other people should lead their lives, but none about his or her own.
"When you really want something, it's because that desire originated in the soul of the universe...And, when you want something, all the universe conspires in helping you to achieve it."
"'Well, there is only one piece of advice I can give you,' said the wisest of wise men. 'The secret of happiness is to see all the marvels of the world, and never to forget the drops of oil on the spoon.'"
There must be a language that doesn't depend on words, the boy thought. I've already had that experience with my sheep, and now it's happening with people.
He was learning a lot of new things. Some of them were things that he had already experienced, and weren't really new, but that he had never perceived before. And he hadn't perceived them because he had become accustomed to them. He realized: If I can learn to understand the language without words, I can learn to understand the world.
"I'm afraid that if my dream is realized, I'll have no reason to go on living.
"You dream about your sheep and the Pyramids, but you're different from me, because you want to realize your dreams. I just want to dream about Mecca. I've already imagined a thousand times crossing the desert...I've already imagined the people who would be at my side, and those in front of me, and the conversations and prayers we would share. But I'm afraid that it would all be a disappointment, so I prefer just to dream about it."
There was a language in the world that everyone understood, a language the boy had used throughout the time he was trying to improve things at the shop. It was the language of enthusiasm, of things accomplished with love and purpose, and as part of a search for something believed in and desired.
Yet the boy felt that there was another way to regard his situation: he was actually two hours closer to his treasure...the fact that the two hours had stretched into an entire year didn't matter.
It reminded him of the wool from his sheep...his sheep who were now seeking food and water in the fields of Andalusia, as they always had.
"They're not my sheep anymore," he said to himself, without nostalgia. "They must be used to their new shepherd, and have probably already forgotten me. That's good. Creatures like the sheep, that are used to traveling, know about moving on."
Maybe he was also learning the universal language that deals with the past and present of all people. "Hunches," his mother used to call them. The boy was beginning to understand that intuition is really a sudden immersion of the soul into the universal current of life, where the histories of all people are connected, and we are able to know everything, because it's all written there.
"Maktub," the boy said, remembering the crystal merchant.
In one of the books he learned that the most important text in the literature of alchemy contained only a few lines, and had been inscribed on the surface of an emerald.
"It's the Emerald Tablet," said the Englishman, proud that he might teach something to the boy.
"Well, then, why do we need all these books?" the boy asked.
Two nights later, as he was getting ready to bed down, the boy looked for the star they followed every night. He thought that the horizon was a bit lower than it had been, because he seemed to see stars on the desert itself.
"It's the oasis," said the camel driver.
"Well, why don't we go there right now?" the boy asked.
He had only one explanation for this fact: things have to be transmitted this way because they were made up from the pure life, and this kind of life cannot be captured in pictures or words.
Because people become fascinated with pictures and words, and wind up forgetting the Language of the World.
When he looked into her dark eyes, and saw that her lips were poised between a laugh and silence, he learned the most important part of the language that all the world spoke—the language that everyone on earth was capable of understanding in their heart. It was love.
...He had been told by his parents and grandparents that he must fall in love and really know a person before becoming committed. But maybe people who felt that way had never learned the universal language. Because, when you know that language, it's easy to understand that someone in the world awaits you.
He tried to deal with the concept of love as distinct from possession, and couldn't separate them...if anything could help him to understand, it was the desert.
...He followed the movement of the birds, trying to read something into it. Maybe these desert birds could explain to him the meaning of love without ownership.
He knew that any given thing on the face of the earth could reveal the history of all things...Actually, it wasn't that those things, in themselves, revealed anything at all; it was just that people, looking at what was occurring around them, could find a means of penetration to the Soul of the World.
"If what one finds is made of pure matter, it will never spoil. And one can always come back. If what you had found was only a moment of light, like the explosion of a star, you would find nothing on your return."
"And what went wrong when other alchemists tried to make gold and were unable to do so?"
"They were looking only for gold," his companion answered. "They were seeking the treasure of their Personal Legend, without wanting to actually live out the Personal Legend."
"The wise men understood that this natural world is only an image and a copy of paradise. The existence of this world is simply a guarantee that there exists a world that is perfect."
"The desert will give you an understanding of the world; in fact, anything on the face of the earth will do that. You don't even have to understand the desert: all you have to do is contemplate a simple grain of sand, and you will see in it all the marvels of creation."
"People are afraid to pursue their most important dreams, because they feel that they don't deserve them, or that they'll be unable to achieve them. We, their hearts, become fearful just thinking of loved ones who go away forever, or of moments that could have been good but weren't, or of treasures that might have been found but were forever hidden in the sands. Because, when these things happen, we suffer terribly."
"There was a time when, for me, a camel's whinnying was nothing more than whinnying. Then it became a signal of danger. And, finally, it became just a whinny again."