Design for the Why

Recently I watched a TED video about how great leaders inspire actions. One of the things he said really struck me about advertising. We shouldn't design for the “what” but for the “why.”

I also watched “Art & Copy” which is a movie about advertising and inspiration. As I watched it I noticed that some of the best advertising campaigns and tag lines hit the “Why?” on the mark. A couple of the ads they talk about are the 1984 Apple ad, Nike’s “Just Do It.” and “Got Milk?”

The Apple ad is a classic. Not once does it show the product in the ad but it does show the logo and introduces us to the resonating idea behind the Macintosh, a change, freedom from one system the ability for anyone to use a computer. The rest of the Apple ads hit the why also; i.e., "Think Different" and the "Get a Mac." The why of what they do is behind all their ads.

Nike’s “Just Do It.” got to the core of what they, as a company, are about. Getting people out and exercising, preferably wearing Nike shoes. There ads focused on people doing not on what they wore. At the very end of the ads they showed the shoe. In “Art & Copy” they discuss how the “Just Do It.” phrase effected people and how it gave people the courage to make a change. It motivated them to get up and do “it.”

The third slogan “Got Milk?” goes to that fear you have each morning with a bowl of cereal or in the evening with a rich slice of chocolate cake. The original ad of the guy getting the prize phone call and not being able to answer because he is out of milk hits the mark. They do mention the product but they get to the “why” of the “what.”

Too often as designers we focus on the “what” when we should be focus more on the “why.”

To iPad or not to iPad?

Ok, I’ll admit it. I have been excited about the possibilities of a tablet like personal computer since the Newton first appeared. You remember the Newton, don’t you? (top picture) It was Apples first attempt at a PDA. Despite it’s shortcomings it was the first of many. I actually still have one, but it doesn’t work anymore.

I have been dreaming about having a tablet type device that I could draw on digitally, keep track of my calendar, watch and listen to media and a myriad of other things. My idea for a device was about the size of a clipboard that could be used to showcase ideas, create on the fly and even play games.

Well, in January, Apple announced my dream machine, the iPad. When the iPhone and iPod Touch came out I told a friend, “This is a test product for a tablet device.” Was it a test? probably not but it opened up the possibilities to one.

I have heard and read much of what the iPad can’t do, but as an eternal optimist I am looking forward to what it can and will be able to-do. When I got my iPod Touch the app store was only a rumor but I knew when it came out it would change the way these devices worked. I have the same feeling with the iPad. When OS 4 arrives for it in the fall it will make it that much better.

Will it replace my laptop or iPod Touch? No. It will supplement them. There are things I would love to do on a device between t

he two. But the iPod Touch will remain my pocket portable device, My laptop will be my work device and the iPad it will be my everything else device.

I don’t yet have the iPad but plan to get a 3g one. I am looking forward to seeing what it can really do. Using it as a sketch pad, PDF reader, book reader, movie watcher, music player and so much more.

Once I get my iPad I will let you all know if it meets my expectations or not. So yes I will iPad.

Here are a couple great places to get more info on the iPad:

iPad Watcher

iLounge

and of course Apple's site

Thinking Different

I came across this image on FFFFOUND! today. FFFFOUND! is a site I like to go to when I need some inspiration or just need to look at the world in a different way. Some of the pictures are risque (so be warned), some are frighting, some are odd and many are just plain interesting.

When I saw the boat table I thought, "Now that's innovation." How often are we asked to create something with what we have on hand. We have to look at what we have and see it in a different way. Just like the guy riding the table boat. He had an obstacle (the water), a boat engine and a table. He solved his problem of crossing the water by looking at the table in a different way and using "Design Thinking."

Instead of being overwhelmed by a problem and thinking we can't do it because we don't have the resources, we should look at what we do have and find new uses for it.

Why should we let a little thing like water stop us from doing what we need too? Flip that table over, slap an engine on it and go full throttle.