Last year I shared a paper I had originally published in 2002 attempting to define design in response to the discipline’s increasing popularity as a cultural as well as commercial force. It was clear to me in 2002 that design would eventually evolve beyond a discipline and be recognized as the fundamental means by which human intention is brought to reality, serving as the driver of innovation.

Since then, a number of books have been published on the thinking behind design without actually defining the thinking or the act of design in a coherent manner.

To date, no clear definition of design exists beyond the textbook definition posed by Merriam-Webster, and don’t even get me started on Design Thinking. This lack of clarity is understandable given that for the past century design has been the domain of creatives who by their very nature despise linguistic clarity when they can just as easily show us what design is without having to tell us. This, I understand, having graduated from design school without ever being provided with a coherent definition of design. Unfortunately, not all design efforts manifest visually if you consider the design of a health care policy, for instance.

Realizing that the notion of design would ultimately go mainstream, in 2002 (six years after graduating from design school) I set it upon myself to become a student of design for the sake of explaining the process behind it to those outside of the discipline who [like it or not, know it or not] design daily without any formal training — or worse yet, are charged with managing designers or design teams without any knowledge or appreciation of design.

I last defined design as a creative problem solving process. Since then, I have continued to think on the matter. I return to my original definition confident that it was a good start of an unfinished sentence. Today I complete that sentence, offering my definition of design as follows:

Design is a creative problem solving process that brings attention, care and sophistication to the realization of ideas.

Below is an explanation of the nine key words in the above definition:

1. Creative: We all have unique life experiences. Each of us is capable of drawing upon our unique world view – which translates into our uniquely creative point of view. Creativity is at the heart this life experience. It is a divine tool that can change the world and is available to us all.


2. Problem: Problems, obstacles and challenges confront us all, and we have the opportunity to draw upon our uniqueness and creativity to overcome them all – turning adversity into opportunity. For every problem, obstacle and challenge, there are as many possible solutions as there are unique points of view.


3. Solving: We apply our creativity – in the form of conceptual ideas – to resolve the problems, obstacles and challenges at hand.


4. Process: Upon testing our concepts, we either decide that they successfully solve our problems, obstacles and challenges – thereby concluding the process; or decide that they do not – thereby repeating the process until we arrive at a solution. This process is known as iteration — design is an iterative process.


5. Attention: To solve a problem, we must first truly understand it, and this requires our commitment to get at the root of the problem by giving it our undivided attention. Haphazard solutions are the result of lackluster attention and a lack of dedication to understanding the true nature of the problem at hand.


6. Care: We commit great care to the pursuits we are most passionate about. Care shows through in our attention to the little details others might take for granted. Care on behalf of a designer translates directly into the experience afforded by the design.


7. Sophistication: Leaving a positive imprint on the memory of those exposed to a design demands a level of sophistication far beyond the mundane. There are a number of ways to convey sophistication — from the delivery of refined simplicity to the flair of cutting edge. Sophistication is what allows us to set our work apart from others while tugging at the heartstrings of our audience.


8. Realization: Our creative and strategic vision leads us ultimately to a point at which our goal is realized as a result of the design process. This almost magical act of making is the alchemy afforded by the design process.


9. Ideas: If design is the driver of innovation, ideas are the fuel of design. Every step of the design process requires ideas — sometimes fresh and other times tried and true. While execution is certainly an aspect of design, ideas are what make design an art — a manifestation of human intention.

I will continue to monitor my craft and — who knows — I might revisit this definition in another decade. Such is the iterative nature of design and I am its humble servant.

Further Reading:

On Design Thinking

Redefining Design.
From occupation to driver of innovation.

The Purpose of Design

The New PUMA Fuseproject Packaging

PUMA and Yves Béhar developed over 21 months a more sustainable packaging and distribution system in keeping with PUMA’s ongoing commitment to sustainability.

For more information, head to vision.puma.com

Creativity is Not Enough

The March 28, 2010 edition of the New York Times featured an article entitled, In a Test of Sales Savvy, Selling a Red Brick on YouTube, leading me to the following thoughts over a series of eight tweets:

As usual, Madison Avenue misses the point entirely. If you need to sell it, it may not be worth buying. You don’t need to sell the iPad. You just need to show or demo it (In other words, it sells itself). This is totally different than hard selling. You need to produce desire, not creative hot air.

In fact, Madison Avenue has had it wrong w/the desire production strategy for over thirty years, with their abstract brand messaging campaigns. Advertising is not the way to sell a product. Instead, focus your dollars on the product, service and/or experience — not its ads.

Advertising people need to focus their creative talents on helping product, service and/or experience manufacturers make more meaningful, engaging and desirable products, services and/or experiences.

Sure, you can sell a brick. But when the good vibes are gone (and so are you) the buyer is left with…a brick. That is not a sustainable long-term strategy. Madison Avenue may not be lacking creativity but it sure is lacking Design Strategy & some smack’em’w/some’sense Design Management.

Sadly, a campaign to discover the best brick salesperson is actually reinforcing all of the negative stereotypes associated w/consumer perceptions of sleazy advertising.

(re)Designing edu
Achievement First Endeavor Middle School

Really nice example of simple, bold, clean design used to elevate an experience to a whole new level.

Newly published research describes two innovative methods to inspire creativity: Compare and contrast different cultures, or think of yourself as a 7-year-old.

George Kembel: Awakening Creativity

George Kembel is a co-founder and currently the executive director of the Stanford d. school, also known as the Hasso Plattner Institute of Design at Stanford University. He has led the conceptualization, design, and development of new products and technologies for over ten years in both research and industry environments. He specializes in the design process, idea generation, concept development, and rapid prototyping. Kembel’s current design interests include biologically inspired design and design methodologies.

The Tiger in the Woods
A fable inspired by The Tiger Woods Effect
By Raymond Pirouz

Once upon a time, in a forest kingdom, lived a legendary tiger who wasn’t born legendary, but became a legend over time due to his hard work, impressive performance and acceptance as a leading figure and symbol of accomplishment in the eyes and minds of all who knew of him.

Majestic, self-assured, full of pride, yet private in demeanor, he enjoyed the solitude of the woods while making brief, camouflaged appearances to satisfy the eager curiosity of his adoring fans who couldn’t seem to get enough of him.

One day, as he exposed his face through the shadow of the woods, the tiger stumbled unexpectedly on a hollow log, turning enthusiastic cheers from the gathered crowd into gasps of shock and dismay at the flaw displayed by their living symbol of flawless performance. With a ferocious growl, the tiger disappeared into the dense woods, leaving his fans in a state of disappointed bewilderment.

While the tiger had disappeared, the crowd lingered — expecting and soon demanding an explanation. Absent the tiger, the crowd began to chatter among themselves, theorizing as to why the tiger had stumbled. “Maybe he’s ill,” said the otter. “No, that can’t be — he must have battled the cobra and is suffering a poison wound, surely to die soon,” exclaimed the hawk. “It must be due to my presence…he was intimidated…I don’t blame him,” boasted the lion.

Before long, the forest kingdom was buzzing with theories as to why the tiger was ill, soon to die or just plain cowardly — all of which eventually reached the tiger’s ear. Angry, hurt, embarrassed yet full of pride, the tiger remained stubbornly in his lair, unwilling to face his fans and tell his side of the story. “Maybe I should pick a fight with the cobra, get poisoned and die — it would be easier than having to face them all,” he thought.

Weeks, months and years passed until the legend of the tiger was but a distant memory of the forest kingdom whose inhabitants had moved on to crown the lion as their enduring symbol of achievement and performance.

One day, as a bird flew into a dense bush in search of twigs for its nest, she discovered the skeletal remains of the tiger laying next to a hollow log inside of which the tiger had etched the following statement:

All of the dedication, hard work and time it takes to build a good reputation can be undone in the blink of an eye as a result of fear and stubborn pride. Let this wobbly log tell the story that I so foolishly could not.

The bird alerted the forest kingdom about the existence of the tiger’s skeleton and his etching upon the log. The inhabitants of the forest kingdom were so moved by the tiger’s admitted fallibility (however late in coming) that they erected a memorial to his life and death, pledging to keep his story alive for future generations.

The End

10 Rules for Surviving the Post-Picket Fence Economy

I originally posted the following 10 rules on my Twitter stream. Enjoy:

1. Live within your means. Sounds simple enough, but don’t adopt a lifestyle you can’t support w/the CASH you bring in. Think about it.


2. Do not use credit. Plain and simple — you don’t need it. The bank is not your friend…they aren’t trying to help you. Stay away from it.


3. Use cash or debit cards. Debit cards have cute little VISA or MASTERCARD logos on them and work just fine. No interest — it’s your money.


4. Take RESPONSIBILITY over your financial life. Balance your account. Don’t OVERDRAFT — don’t let the banks profit off you. Play smart.


5. Stay strong & resist temptation. Don’t worry about what the neighbors drive or what cell phone they have. [ Minimize human contact. ;) ]


6. Do not fall for myths. Yes, the ‘narrative’ you see on TV and what you think you’re supposed 2 do are myths. Create your own wholesome 1.


7. Recognize the TRAP of the material world. We are born w/nothing & we die w/nothing. What we accumulate in our time here is not SPIRIT.


8. Recite the mantra: Debt = Slavery. Don’t turn into a debt slave. See the banks for what they are….master’a’callin’


9. Associate Success with Freedom. Freedom 2 spend money? No. Freedom 2 not be locked down for 30 years or in debt 2 dishonest corporations.


10. Search for meaning in life beyond the acquisition of money, power, material goods or status. Discover unconditional love. Be at peace.

Postmodernist Origami
The More of Less : Beauty From One Fold

Joshua Retterer & Deanna Denk recently made me aware of the upcoming PBS documentary, Between The Folds, set to air on December 22, 2009.

The above clip from the documentary is a beautiful example of the power of simplicity derived from creative experimentation; conveyed in an elegant manner.

What I really like about it is that it started with an inquisitive question that did not go ignored. All good design starts this way.

Bar Soap vs. Liquid Soap
A case of where to drain the goop.

Sustainable Life Media was kind enough to repost my recent article entitled What can Liquid Soap Teach us about Good Design and the following awesome comment/question by Jude Jussim got me thinking:

Raymond, I completely agree with your point regarding the non-aesthetic aspects of design. I’ve always wondered whether the whole “design” of liquid soap is a problem. Bar soap has a simple paper wrapper, and you are not shipping all that water. The “design” of a bar of soap seems, on the surface at least, to be such an environmentally elegant idea (soap ingredients aside. Any thoughts on this?

Indeed, in our bathroom, we use liquid soap at the sink and bar soap in the shower. The obvious reason for this is that no matter how carefully one goes about handling bar soap near the sink, it is sure to leave an unsightly puddle of goop when returned to its proper place (near the sink, on the counter or in a traditional bar soap holder). In the shower, the goop is less of an issue as it conveniently runs down the tile and into the drain, but the sink environment has not been designed to address this problem.

Jude’s comment sent me digging for innovative soap bar holders — 99.99% of what I found did not address the problem as I described it, but one (and I really only found this one) seemed to truly understand the problem in a way that a good designer would need to in order to set out to properly resolve it.

A nice blog post at Tree Hugger features the work of designer Marcos Shayo of Buenos Aires, Argentina. Here is a direct link to the product’s home page. It looks like Marcos may need some business partners to handle his overseas sales.  ;)

So, in answer to Jude’s question, I would most definitely use (sustainable) paper wrapped bar soap over liquid soap from (unsustainable) plastic bottles if I had an elegant way to manage and/or dispose of the goop.  :)