Think + Do » an exploration of mission-driven marketing and design
A friend of mine graduated from high school when she was four years old. She wasn’t particularly precocious. In fact, she had lived a similar number of days as our classmates. It’s just that she happened to be born on February 29 – Leap Day – and her birthdays don’t happen as frequently as most. Oh, to be an anomaly!
What can we learn from a Leap Year that applies to design any time of year?
Solving a problem
In Ancient Rome, there wasn’t enough information to make calendars very accurate. Early astronomers began to suspect that the Earth does not orbit the sun in precisely 365 days. Adding one day every four years was a corrective measure that kept the calendar in balance over time.
Many design problems mirror the evolution of our modern-day calendar. At the beginning of a project, a designer may not know enough to offer a better solution. First, we must establish a set of goals and determine what we don’t know. Through acquiring insights and exploring options, we design a way to meet or exceed those goals.
Design is most valuable when it is functional. As Steve Jobs once said, “Design is not just what it looks like and feels like. Design is how it works.”
There are few things more bland than the company newsletter. At one time, there was a reason for it to exist. But in most cases, people have long since stopped asking why it is needed or what might be a more effective way to share bad snapshots from company picnics.
Designers never stop asking questions. Is this necessary? Is it effective? What if we try …? Why do they …? To avoid just going through the motions, it’s critical to build in time to refine and improve designs.
The ancient Greek astronomer Aristarchus (310-230 BC) is generally credited with being the first person to propose that the earth orbits the sun. Julius Caesar popularized a calendar with 365 days and 12 months, with a leap day added every four years. 15 centuries later, Copernicus produced a mathematical model of our solar system. By 1582, Pope Gregory’s revision of the Julian calendar began to be recognized as even more accurate.
These days, deadlines are measured in days, not decades, but a successful design process is an iterative one.
The most powerful use of design occurs when a company uses it to separate itself, its products, and its services from the competition. This is only possible because there is so little good design out there or conversely, so much that is bad or mediocre. Isn’t it ironic that if the general level of design were better, this powerful strategy wouldn’t work?
The previous paragraph was written almost 30 years ago by the legendary designer, Saul Bass. It remains true today.
The Leap Year is a curiosity, an outlier. It wasn’t created for strategic advantage, but it does get noticed. In addition to serving a functional purpose, good design stands out. In an undifferentiated market, that’s incredibly valuable.
Making the case
Ask a designer, and there is no doubt about the value of good design. It’s a self-evident truth. Others are less willing to take that leap of faith.
Galileo was branded a heretic by the church. For centuries, his scientific discoveries were rejected. Likewise, designers must justify their costs and efficacy to leaders who seem to take their cue from H.L. Mencken: “No one ever went broke underestimating the intelligence of the American people.”
Fortunately, there is a growing number of companies that champion the power of design. And more consumers are interested in choosing products and services that solve problems, make life easier, continue to innovate, and stand out from the crowd.
That doesn’t happen by accident. It happens by design.
Why is the extra day added in February?