so let’s add the whole the whole point
of design well the subject is on for
your sales and so what I do for a living
I love it but it’s also my living
well I breathe I live design right and
what’s the point of it that’s something
that I constantly one don’t it’s
something that I constantly ask myself
it’s a question that my team constantly
has to deal with every single day what
is the point of what we’re doing why are
we doing this right so design historian
has clean very very interestingly but
the ultimate purpose of design is to
contribute to the creation of the good
Society we all agree yes I definitely do
it which is why every time that I said
to talk to my team every every line of
meeting that we have every dialogue that
we have every time that we sit to
discuss a story idea whether it’s a it’s
a new initiative that we want to take go
whether we you know like an initiative
that we want to launch or whether itself
well it’s a story that we want to
explore it’s something that we deal with
every day we’re constantly talking to
each other about we constantly ask each
other what it is that we want to achieve
with what we’re doing what more can we
give our readers what more can we teach
our readers right so we’re constantly
engaged with the idea of doing good for
the people that we’re talking to right
so that’s the whole idea
now when you ask these questions the
whole point of again asking the
questions also is the answer and that’s
important you need to pay attention to
the answers because that is your
intention that is what you want to set
out to do and
I believe that if you don’t ask
questions you don’t get any answers
there’s no drive to move forward or to
do something better right so what’s
important is what we want to do with
those answers that we get right what is
design well design to me again is a
point of view okay it’s my take on
something it’s my idea it’s my choice
it’s my opinion so it’s a point of view
that I have about something now there’s
a does an architect who’s also a
professor of design theory very
interesting he’s also made a very very
interesting comment that we know what
you don’t need me or him or anybody else
to tell you what design is we all know
or rather we all think we know where
design is right it is well it it’s our
Tara pinion right usually what happens
is when we sew the process of the
magazine we start with a line of meeting
where we’re discussing ideas we we move
on to market Reiki stage where the team
goes out checked out what’s there on you
know the shelves what’s available what
our designers are doing we basically
scar the market it’s called the Reiki
period and then we get to the execution
stage now when we get to the execution
stage a lot of times we realize that
what we started out with isn’t really
what we’re actually doing and that’s
really interesting because that shows
that we’re actually doing something
that’s not just theoretical we’re doing
something that’s also very applicable
and again that is important the fact
that we realize that and we change the
way we think you need what’s going on
out there that’s important right so now
by definition and I’m gonna read this
out design is an idea that holds the
possibility of changing the way we live
whole the whole idea that we’re going to
be
engage in living better than we lived
yesterday doesn’t that excite you right
so in that sense it is very much a part
of our fiber of evolution the way we
live the way we want to live our
aspiration they all come together to
form to make the design of tomorrow
right now design as we know it today is
not just about objects agree it’s it’s
entire systems today that are subjects
of design we’re changing we’re changing
processes and that is also design it’s
not just here you know what I designed
this washing machine it’s my design no
it’s also the way we use the washing
machine the best example I can give you
is the smartphone it’s a phone it’s the
way we use it and the way it works
that’s smart so it’s the entire system
okay that is well part of the process of
design today now one of my very very
favorite reference points is this
curator of the Museum of Modern Art in
New York Paola Antonelli so very
interestingly Paola has stated that you
know the whole idea of form following
function that come from so you usually
tend to think of something new or
wanting to create something new when you
have a need for it or when you have a
function that isn’t being performed
correctly or the way you like by
something right so you you think of a
design that will perform that function
for you so essentially that’s a very
simplistic way of looking at it that’s
how we did look at it until a few years
ago right but now a lot of it has
changed we’re looking at design as its
own well entity not being but really
entity right so essentially what Paola
says and I’m going to read out her code
right so she said one of the most
exciting and important trends that we’re
seeing today is the evolving process of
the purpose of design its lesser and
lesser about function as an endpoint and
more and more about access to networks
increasingly designs are becoming
gateways to different ways of doing
things different ways of actually living
okay I’ll explain that to you with an
example that she herself is given now my
parents generation my grandparents my
parents they all believed in buying cars
they bought cars right there was there
was used for cars and so they bought the
cars now they’ve that generation bought
more cars than the young generation
today why because our generation and
then obviously yours because you’re
following we believe in the convenience
of the object like we need a car to take
us from point A to point B we don’t
really see the need or the nest
necessary necessity to spend on a car
that we own ourselves we’re okay with
sharing we’re okay with car pools it is
the age of the car pool what has that
led to any guesses it’s the age of uber
it’s the age of old army but with
totally okay with you know using
somebody else’s car as long as we go
from point A to point B and that’s what
we set out to do right that essentially
what design plans it it helps us to
evolve and change the way we live to
suit our current needs okay now are you
guys familiar with the Fibonacci right
so the question that we come to you know
with this entire discussion about what
is design and all of that really is this
new has this is this is this whole
concept of movement of design recent no
it’s not
designs existed for ever even well the
Fibonacci sequence is something that was
discovered very very early on but even
before that this remote Fibonacci
existed in nature right
of the snails shell the conch there were
there were examples of the spiral that
existed now does that mean that it’s its
rules use rules that we follow when it
comes to design how do we how do we work
along with design how do we work with
that thought in our heads are there
rules no really there are no rules where
I come from and honestly because we’re
constantly dealing with people directly
I’m constantly working with the end user
directly there are no rules other than
the fact that the design needs to work
for you right so at this point ask
yourselves is study then importantly we
need to do we need to study design yes
we do why because that otherwise you
would well like me spend years aiming
right and experience so again very very
interesting universe a study that went
so well at experiment that is done any
now one of the design schools abroad
where the teacher set out to ask her
students what is it exactly that you’re
studying designed for why you study
design right she inspected a very thick
set of questions essentially that you
know people and you know we want to
learn design because hey that’s better
all of that what was the answer that she
got more than 60% of students rely that
they were studying design for better job
prospects it was as practical as that
they wanted to study it because they
want to better jobs and they are not
wrong it’s true there’s a survey that
shows that workers with a design element
in their role in their well job profile
are 41 percent more productive than the
average worker right so it’s nice it
gives you it gives you
a perspective it it kind of channels
your thought it makes you think a
certain way it makes you look at things
differently right it makes you want to
change things around to suit you am i a
certified designer no I’m not
is anyone on my team a certified we have
we studied design are we have any of our
study design no what does interests best
fashion does we’ve also had the best
teacher ever yes without really studying
it with had the best teacher ever and
it’s called experience we’ve learned by
being directly in touch with people what
they want we’ve worked on what we
thought they wanted we asked them if
that was relevant to them there’s been
there’s been a lot of back and forth in
his 19 years that I’ve spent in this
industry and now I will say this that if
I was given the option I would have
studied it because I know today that
there’s a lot of things that I would
have done differently right but having
said that how do we study every day at
work on the job is an education and how
do we do this with constant discussions
is there’s a there’s a constant dialogue
that’s going on with my team there’s a
constant well interaction we will
constantly with discussing things if we
fight we fight like cats and dogs and
there’s nothing very editor like about
me when I’m fighting with my team will
yes we’re also hurling abuses at each
other we points to the door and tell
them to leave and come back later I
leave the room a lot of times and then
come back a lot later but I think that’s
also a very very important part of
the journey of desire it’s a
conversation it’s not a monologue it’s a
conversation because I need to know what
you’re thinking I need to know what you
want I need to know how I can give you
that and if you’re going to be okay with
what I’m suggesting to you right that’s
the important bit about design it needs
to be it needs to be something that if
you don’t need then you want you know
the aspiration also needs to be there so
that’s very importantly again connecting
me to another thought okay a lot of
people a lot of designers themselves say
that democracy is not necessarily that
good for design right because everyone
giving their ideas doesn’t really make
it work you’ve heard of you know the
proverb too many cooks spoil the broth
it’s not possible to use all these
various points of view and move on you
have to kind of narrow it down and yes
that’s where I step in that’s where I
kind of come the voice of reason when I
tell them okay no this doesn’t work this
works this doesn’t work this works right
but the important thing is that as a
team we’re discussing with we’re
evolving the idea that’s born out of one
person through discussion through debate
through deliberation and then we arrive
at something that is relevant again
that’s very very important relevance is
important okay not very clear but it’s
one of my favorite quotes people ignore
design that ignores them it’s very very
important if you’re a designer if you’re
working in the field your design needs
to be relevant it’s one of the things I
learned while we were working on the
good homes show and mind you oh this was
a complete blind step that we took you
know in an age where we’re all going
technology you know we’re thinking OTT
platforms for our well movies and stuff
we’re thinking digital we went
television right it was not the most
wise choice on our part we were a lot of
people told us why aren’t you looking at
a webseries why aren’t you doing this
why are you doing that No
we want to connect with the people
because we do believe that what you do
needs to be relevant right and to me I
think that paid off now very importantly
it’s necessarily it’s necessary also for
us to understand that a lot of brands
today are veering towards invisible
design ok brands like Apple idea will
also Google we’re looking at a very
simple user interface which kind of
enhances the user process again that’s
something that you need to look at very
very as students very very intently
because it’s a very you know important
comment because it’s a system and it
simplifies our lives we this things are
complicated enough anyway let’s simplify
things right so today design is as
important to every part of our lives
including our business professional
personal all parts of our lives it’s
important it so it’s a part of our fiber
right so it needs to evolve it needs to
change it needs to kind of become better
in order to kind work better for us that
brings me to design is the way of life
right it’s it’s a part of all the
choices we make it changes everything ok
now take for example all of us all of
you being one designer for yourselves ok
my recommendation to all of you ask
questions because with the answers
you’ll know what’s working you know what
you want and what you don’t want you
know what you need and what you don’t
need I think that is that lies at the
core of everything that we do ask the
right questions because you never know
you stumble upon an answer and I am
rounding up and I’d like to round up
with with the idea that there is a
designer in every one of us there is
going to be something at some point in
your life that you create or you design
for yourself and don’t shut that thought
out ask the quest
students there is no such thing as a bad
question ask questions even if it’s
stupid even if you feel foolish about it
I think the important thing is that you
keep thinking and you keep asking
yourself when you keep asking others
because that’s when you stumble upon
beyond doesn’t please me all through
history all love the best the most fun
inventions are a result of difficulty or
accident and I think that is something
that we all need to sort of grow into you know accept about yourself
of design well the subject is on for
your sales and so what I do for a living
I love it but it’s also my living
well I breathe I live design right and
what’s the point of it that’s something
that I constantly one don’t it’s
something that I constantly ask myself
it’s a question that my team constantly
has to deal with every single day what
is the point of what we’re doing why are
we doing this right so design historian
has clean very very interestingly but
the ultimate purpose of design is to
contribute to the creation of the good
Society we all agree yes I definitely do
it which is why every time that I said
to talk to my team every every line of
meeting that we have every dialogue that
we have every time that we sit to
discuss a story idea whether it’s a it’s
a new initiative that we want to take go
whether we you know like an initiative
that we want to launch or whether itself
well it’s a story that we want to
explore it’s something that we deal with
every day we’re constantly talking to
each other about we constantly ask each
other what it is that we want to achieve
with what we’re doing what more can we
give our readers what more can we teach
our readers right so we’re constantly
engaged with the idea of doing good for
the people that we’re talking to right
so that’s the whole idea
now when you ask these questions the
whole point of again asking the
questions also is the answer and that’s
important you need to pay attention to
the answers because that is your
intention that is what you want to set
out to do and
I believe that if you don’t ask
questions you don’t get any answers
there’s no drive to move forward or to
do something better right so what’s
important is what we want to do with
those answers that we get right what is
design well design to me again is a
point of view okay it’s my take on
something it’s my idea it’s my choice
it’s my opinion so it’s a point of view
that I have about something now there’s
a does an architect who’s also a
professor of design theory very
interesting he’s also made a very very
interesting comment that we know what
you don’t need me or him or anybody else
to tell you what design is we all know
or rather we all think we know where
design is right it is well it it’s our
Tara pinion right usually what happens
is when we sew the process of the
magazine we start with a line of meeting
where we’re discussing ideas we we move
on to market Reiki stage where the team
goes out checked out what’s there on you
know the shelves what’s available what
our designers are doing we basically
scar the market it’s called the Reiki
period and then we get to the execution
stage now when we get to the execution
stage a lot of times we realize that
what we started out with isn’t really
what we’re actually doing and that’s
really interesting because that shows
that we’re actually doing something
that’s not just theoretical we’re doing
something that’s also very applicable
and again that is important the fact
that we realize that and we change the
way we think you need what’s going on
out there that’s important right so now
by definition and I’m gonna read this
out design is an idea that holds the
possibility of changing the way we live
whole the whole idea that we’re going to
be
engage in living better than we lived
yesterday doesn’t that excite you right
so in that sense it is very much a part
of our fiber of evolution the way we
live the way we want to live our
aspiration they all come together to
form to make the design of tomorrow
right now design as we know it today is
not just about objects agree it’s it’s
entire systems today that are subjects
of design we’re changing we’re changing
processes and that is also design it’s
not just here you know what I designed
this washing machine it’s my design no
it’s also the way we use the washing
machine the best example I can give you
is the smartphone it’s a phone it’s the
way we use it and the way it works
that’s smart so it’s the entire system
okay that is well part of the process of
design today now one of my very very
favorite reference points is this
curator of the Museum of Modern Art in
New York Paola Antonelli so very
interestingly Paola has stated that you
know the whole idea of form following
function that come from so you usually
tend to think of something new or
wanting to create something new when you
have a need for it or when you have a
function that isn’t being performed
correctly or the way you like by
something right so you you think of a
design that will perform that function
for you so essentially that’s a very
simplistic way of looking at it that’s
how we did look at it until a few years
ago right but now a lot of it has
changed we’re looking at design as its
own well entity not being but really
entity right so essentially what Paola
says and I’m going to read out her code
right so she said one of the most
exciting and important trends that we’re
seeing today is the evolving process of
the purpose of design its lesser and
lesser about function as an endpoint and
more and more about access to networks
increasingly designs are becoming
gateways to different ways of doing
things different ways of actually living
okay I’ll explain that to you with an
example that she herself is given now my
parents generation my grandparents my
parents they all believed in buying cars
they bought cars right there was there
was used for cars and so they bought the
cars now they’ve that generation bought
more cars than the young generation
today why because our generation and
then obviously yours because you’re
following we believe in the convenience
of the object like we need a car to take
us from point A to point B we don’t
really see the need or the nest
necessary necessity to spend on a car
that we own ourselves we’re okay with
sharing we’re okay with car pools it is
the age of the car pool what has that
led to any guesses it’s the age of uber
it’s the age of old army but with
totally okay with you know using
somebody else’s car as long as we go
from point A to point B and that’s what
we set out to do right that essentially
what design plans it it helps us to
evolve and change the way we live to
suit our current needs okay now are you
guys familiar with the Fibonacci right
so the question that we come to you know
with this entire discussion about what
is design and all of that really is this
new has this is this is this whole
concept of movement of design recent no
it’s not
designs existed for ever even well the
Fibonacci sequence is something that was
discovered very very early on but even
before that this remote Fibonacci
existed in nature right
of the snails shell the conch there were
there were examples of the spiral that
existed now does that mean that it’s its
rules use rules that we follow when it
comes to design how do we how do we work
along with design how do we work with
that thought in our heads are there
rules no really there are no rules where
I come from and honestly because we’re
constantly dealing with people directly
I’m constantly working with the end user
directly there are no rules other than
the fact that the design needs to work
for you right so at this point ask
yourselves is study then importantly we
need to do we need to study design yes
we do why because that otherwise you
would well like me spend years aiming
right and experience so again very very
interesting universe a study that went
so well at experiment that is done any
now one of the design schools abroad
where the teacher set out to ask her
students what is it exactly that you’re
studying designed for why you study
design right she inspected a very thick
set of questions essentially that you
know people and you know we want to
learn design because hey that’s better
all of that what was the answer that she
got more than 60% of students rely that
they were studying design for better job
prospects it was as practical as that
they wanted to study it because they
want to better jobs and they are not
wrong it’s true there’s a survey that
shows that workers with a design element
in their role in their well job profile
are 41 percent more productive than the
average worker right so it’s nice it
gives you it gives you
a perspective it it kind of channels
your thought it makes you think a
certain way it makes you look at things
differently right it makes you want to
change things around to suit you am i a
certified designer no I’m not
is anyone on my team a certified we have
we studied design are we have any of our
study design no what does interests best
fashion does we’ve also had the best
teacher ever yes without really studying
it with had the best teacher ever and
it’s called experience we’ve learned by
being directly in touch with people what
they want we’ve worked on what we
thought they wanted we asked them if
that was relevant to them there’s been
there’s been a lot of back and forth in
his 19 years that I’ve spent in this
industry and now I will say this that if
I was given the option I would have
studied it because I know today that
there’s a lot of things that I would
have done differently right but having
said that how do we study every day at
work on the job is an education and how
do we do this with constant discussions
is there’s a there’s a constant dialogue
that’s going on with my team there’s a
constant well interaction we will
constantly with discussing things if we
fight we fight like cats and dogs and
there’s nothing very editor like about
me when I’m fighting with my team will
yes we’re also hurling abuses at each
other we points to the door and tell
them to leave and come back later I
leave the room a lot of times and then
come back a lot later but I think that’s
also a very very important part of
the journey of desire it’s a
conversation it’s not a monologue it’s a
conversation because I need to know what
you’re thinking I need to know what you
want I need to know how I can give you
that and if you’re going to be okay with
what I’m suggesting to you right that’s
the important bit about design it needs
to be it needs to be something that if
you don’t need then you want you know
the aspiration also needs to be there so
that’s very importantly again connecting
me to another thought okay a lot of
people a lot of designers themselves say
that democracy is not necessarily that
good for design right because everyone
giving their ideas doesn’t really make
it work you’ve heard of you know the
proverb too many cooks spoil the broth
it’s not possible to use all these
various points of view and move on you
have to kind of narrow it down and yes
that’s where I step in that’s where I
kind of come the voice of reason when I
tell them okay no this doesn’t work this
works this doesn’t work this works right
but the important thing is that as a
team we’re discussing with we’re
evolving the idea that’s born out of one
person through discussion through debate
through deliberation and then we arrive
at something that is relevant again
that’s very very important relevance is
important okay not very clear but it’s
one of my favorite quotes people ignore
design that ignores them it’s very very
important if you’re a designer if you’re
working in the field your design needs
to be relevant it’s one of the things I
learned while we were working on the
good homes show and mind you oh this was
a complete blind step that we took you
know in an age where we’re all going
technology you know we’re thinking OTT
platforms for our well movies and stuff
we’re thinking digital we went
television right it was not the most
wise choice on our part we were a lot of
people told us why aren’t you looking at
a webseries why aren’t you doing this
why are you doing that No
we want to connect with the people
because we do believe that what you do
needs to be relevant right and to me I
think that paid off now very importantly
it’s necessarily it’s necessary also for
us to understand that a lot of brands
today are veering towards invisible
design ok brands like Apple idea will
also Google we’re looking at a very
simple user interface which kind of
enhances the user process again that’s
something that you need to look at very
very as students very very intently
because it’s a very you know important
comment because it’s a system and it
simplifies our lives we this things are
complicated enough anyway let’s simplify
things right so today design is as
important to every part of our lives
including our business professional
personal all parts of our lives it’s
important it so it’s a part of our fiber
right so it needs to evolve it needs to
change it needs to kind of become better
in order to kind work better for us that
brings me to design is the way of life
right it’s it’s a part of all the
choices we make it changes everything ok
now take for example all of us all of
you being one designer for yourselves ok
my recommendation to all of you ask
questions because with the answers
you’ll know what’s working you know what
you want and what you don’t want you
know what you need and what you don’t
need I think that is that lies at the
core of everything that we do ask the
right questions because you never know
you stumble upon an answer and I am
rounding up and I’d like to round up
with with the idea that there is a
designer in every one of us there is
going to be something at some point in
your life that you create or you design
for yourself and don’t shut that thought
out ask the quest
students there is no such thing as a bad
question ask questions even if it’s
stupid even if you feel foolish about it
I think the important thing is that you
keep thinking and you keep asking
yourself when you keep asking others
because that’s when you stumble upon
beyond doesn’t please me all through
history all love the best the most fun
inventions are a result of difficulty or
accident and I think that is something
that we all need to sort of grow into you know accept about yourself
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