AI Design
Paul Goins
The Asset Intelligence Platform
The Asset Intelligence Platform
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Design is a Job

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Here are a few anecdotes from an amazing book I picked up called, Design is a Job (Dan Brown). It's a concise, and powerful jolt of wisdom and philosophy that's relevant to any designer working today. Get the book here.

Some key points: 

  • While working constantly ask yourself ‘why am i doing this and who benefits’. 
  • Don’t work in a bubble for too long:
  • No tasks longer than 2 weeks
  • Pull in other team members to validate your progress direction.
  • Instead of 1, 12 week project, go for 12, 1 week projects when estimating/scoping projects.
  • Prioritize lists visually and keep it concise or you'll lose motivation.
  • Make more small choices/decisions, its easier when you're wrong.
  • Don't copy competitors. Establish your value props against them. 
  • Be proud about providing less, especially if you’re a small business. It can be easier and more quality focused.
  • Build an audience by teaching them stuff! Be Informative and educational over promotional. It will create more loyalty.
  • Be genuine in all you do. Imperfections can foster real connection.
  • Writing is today's currency for good ideas. Hire the person who can write better (no matter what job it is).
  • Don't try to hide or spin bad news to your customers—the truth will eventually surface anyway.
  • If you Apologize, accept responsibility, explain your actions to prevent it occurring next time. Think how you'd feel if you were given 'that' apology.
  • Get back to people quickly. Answer personally.
  • "Culture is the byproduct of consistent behavior." Don’t force culture.
  • If you're small company don't be afraid to sound 'small' in your tone of voice.
  • Write to be read. Keep personality.
  • Save emergency language for real emergencies!

Get the book here.

7 design quotes for the month

  • “Expertise is the only valid basis for differentiating ourselves from the competition. Not personality. Not process. Not price."
  • “Businesses need employees who are engaged, not simply happy with their benefits package."
  • “Companies need to find out and articulate why they exist–beyond profits, and that is where brand building, business strategy, and design intersect."
  • "Don't brag about your knowledge of technology– technology is irrelevant because it's a given. Brag about the smart thing you are doing with it."
  • “As such, the concept of brand has moved from being thought of as nearly an addition to the offering, the logo on the product, to it's acceptance as a representation of the culture, knowledge, and vision that inspires and strategically guides that offering." 
  • “Our canvas size is unknown”
  • "This is a creative challenge not a challenge to creativity"

The evolving role and responsibility of 'designer'

Moving forward, the role of "Designer" will include growing emphasis and rigor on establishing meaning and accountability for decisions made. Emphasis will be on how we strategize both our success and failures as part of our process. How might we prove we are worth the budget? Layout design has been replaced by behavior design states and systems. Design is no longer a matter of appearance.