Program or Be Programmed
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Paula Scher is a partner at the prestigious Pentagram. She built her reputation mainly from her early graphic designs, which includes the iconic Boston album cover (for those of you old enough to have experienced that musical era) and the Citigroup logo. The book is an entertaining account of one female designer's rise through what was (and arguably still is) a male-dominated business, and culminating in her current role at Pentagram. There are tons of examples of her work in the book, as well as the insightful - and often humorous - stories behind them. She offers some great thoughts on how to work with clients and through corporate politics. Scher relies heavily on her intuition when designing, but understands that her clients ultimately want articulate rationales for the designs (how else can they judge whether or not the work is any good?). She thinks it's tragic that a lot of talented designers lack the skills to explain their work to others in this manner, to persuade clients of the merits of their designs. So more often than not, this results in their work remaining invisible to the world at large. It reminds me of Rogers's claim that innovation is not a technological phenomenon but a social phenomenon.
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Multiple-Nobel-Prize-winner Linus Pauling once said that the way to get good ideas is to get lots of ideas, and throw the bad ones away. Steven M. Johnson is someone who has a lot of ideas. A lot of them. His inventions take me back to my youth, when I would see those crazy gadgets in issues of Mad Magazine. This book is no longer in print, but you may still be able to pick up a used copy somewhere. Bruce Nussbaum believes Design Thinking is dead and that Creative Intelligence is the next thing. If that's true, then Steven Johnson is a good place to start developing your CI. Allison Arieff wrote about Johnson in The New York Times and has an interview with him in Design Mind. If you're not familiar with Johnson, these articles can give you a taste of what you're missing and may even get your own creative juices flowing.
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