This book was recommended me by a creative director at Mucho. He mentioned this being much more about brand strategy, but the importance was really around how good and interesting design matters. The perspectives were taken from key people at Turner Duckworth. Here’s a few of their thoughts:
- Creativity is at the heart of innovation, and innovation is the engine of growth.
- Design makes strategy visible.
- People don’t fall in love with a plan, no matter how carefully crafted. They encounter brands and services across touchpoints, and transactions.. and each engagement is a brand experience made tangible by design.
- Even at Turner Duckworth, referrals and people jumping jobs is invaluable for growth. “These relationships are invaluable, not only because of the repeat business, but because they lead to referrals and additional new business.”
- TD also is a challenger. Amazon said they were hyperfocused on customer service… We asked for proof of this… this is what they came up with.
- A solid leader, a solid business owner focuses on the business objective, not the personal tastes. “I showed it to my wife” is the worst feedback.
- The business of creativity is a team effort. (Strategy, design, biz dev, etc.)
- We chose brand design because its purpose is to give businesses emotional appeal.
- As friends, we never wanted to let each other down. “To ahve our partner look at our work and say, “That’s great!” was the ultimate accolade. (The closeness of the team.)
- As more big brands are beautifully design, the world becomes a more beautiful place.
- The point was not to win awards. It was to make a brand unmistakable where it was seen.
- Love working with avate garde clients that have a real reason for being, beyond profits… After all isn’t branding something meant to be about making people feel something.
- I saw space. Open space. Quiet space. Even as a young boy, I somehow knew this was an environment created for people with opportunity.
- Physical spaces can impact how we can feel about ourselves and the world around us. (e.g. intimidation (bars) in courtrooms)
- The opposite of beauty is not ugly; it’s carelessness.
- When business is good, clients like to take risks. When times are difficult, they want to do what worked five years ago.
- Strategy and good design are the same thing. Gifted artists can make anything look beautiful. But, they may not understand the strategic understanding. ambition, or what needs to be communicated, so it fails.
- People need a break – pottery, drawing, music, painting, fitness. The act of stepping away and letting creative minds wander is key to success. The design work gets better. Inspiration is a distraction that finds relevance.
- A linear thinks when a designer uses 80% of the hours… they should be 80% done. But this is hardly the case. A designer goes back and forth. It’s a meandering line, that is messy, but it ends well.
- Should you use intimate moments of connection as one final chance at a hard sell? The answer… friends… is no.
- Good gifting hinges on three thigns – tension, empathy specificity. Design is giving a gift.
- Anticipation and surprise are the reasons most gifts are wrapped. Empathy comes from understanding the recipient. Specificity is the sense the git is only for them… from you.
- Wit is a great gift to give from a design side.
- Did a pitch on why design matters
- People welcome beautiful things inro their lives (iphone, etc.)
- Briefs that say “Make it look better” is not good feedback.
- Design opens doors to different worlds that we build.
- Perfectionism takes a toll
- Design does not need to simply sell or persuade. It could also entertain.
- Flowers Bloom in Sunshine
- The happiest workplaces are the ones where employees feel appreciated.
- I believe in a strong cultures that puts people and creativity at the heart of everything you do.
- My guiding principles – be generous, be open, and be curious
- I’ve always been a player coach. I love to work closely with the remarkable creaive talent. Coaching is unlocking a person’s potential.