Engaged in a recent conversation about the difference between art and design I decided to try and figure out how I can express this in simple terms.
To me, design is the satisfaction of both a need and a desire, simultaneously. It’s this magical crossing of wires that makes us swoon at the creative solution to a common problem that we never imagined existed. And it’s the “need” in the equation that I think separates design from art, it’s pragmatic, at least in essence.
To implement this “design” thinking, it’s this easy: Identify a need or a desire, and work back form there. Find a need, create a desire. Fine a desire, create a need.
The companies driven by design thinking all do this. Especially highly desirable brands. For example…
Porsche 911 Turbo:
A desire that becomes a need.
Also a need that becomes a desire.
One must get from A to B.
A need that becomes a desire.
One must tell time.
Mast Brothers Chocolate:
A desire that becomes a need.
Once you set the bar high it stays there.
