I do like an elegant design.
For me, examples of elegant design include: My kitchen table crafted from solid French Oak. My Apple devices (iPad and iPhone) just amaze and inspire me. Flint walls. A flower arrangement. Certain aspects of car design. My Philippe Stark citrus fruit juicer. My company logo (Thanks to Puree Design).
Actually it’s quite a short list which suggests to me that there’s not so much truly elegant design about.
A client recently reminded me of what is possibly a Steve Jobs quote although I have struggled to find it. Something along the lines of:
“It is not what you include in a design that makes the difference it is the hard choices about what you leave out.”
I like that.
It sounds cool and it sounds simple and I like cool and simple when it comes to business.
But what does it mean to me?
Well – when I used to be told about all the extra work and new processes that were go to be rolled out as part of a business change programme I would ask: “what are you going to stop doing so you have the capacity to do all this new stuff?”
Oddly that seemed like a hard question.
That is why the philosophy here is quite stripped back:
A) What are you trying to do and how do to aim to do it (This is what we cover with Agile Strategy Design®).
B) How do you make really good decisions on the way there (This is what Business Decision Design® is all about).
So let’s leave out:
- Process and products that you don’t need
- Formulaic market data that tells us about the past
- Intuition (for now)
And let’s keep:
- A creative sense of perspective
- A high dose of ambition
- Diversity of insights
- Our focus on what decisions we need to make
The rest will follow.
What did I leave out?