Most people want to be innovative, unique, interesting (main-stream is so not cool). But, how can it be more than just a statement and actually help you?; help you succeed, help you communicate and help you stay fresh? Creativity has to have a purpose. There must be a concept, an end-goal that matters. Jonathan Ive said it so well when he defined design as a process of “stripping away” what is not needed, a simplifying of content and the display of information. It’s not, then, so much about thinking up something cool as it is thinking of the best way to solve a problem to communicate a specific idea. Not to reveal a bias or anything, but someone asked Apple CEO Steve Jobs how they ended up creating the ipod as such a hip device. Jobs replied that  creating a cool device was never the intent, only something that would be simple and easy to use, and that’s cool! Because there is so much “creativity” in culture today, stating the obvious is a refreshing alternative. So creatively simplify your content (whether written or visual). Your audience will thank you.

This entry was posted on Thursday, January 15th, 2009 at 9:36 am and is filed under Apple, Design, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.