- Innovative – The possibilities for progression are not, by any means, exhausted. Technological development is always offering new opportunities for original designs. But imaginative design always develops in tandem with improving technology, and can never be an end in itself.
- Makes a product useful – A product is bought to be used. It has to satisfy not only functional, but also psychological and aesthetic criteria. Good design emphasizes the usefulness of a product whilst disregarding anything that could detract from it.
- Is aesthetic – The aesthetic quality of a product is integral to its usefulness because products are used every day and have an effect on people and their well-being. Only well-executed objects can be beautiful.
- Makes a product understandable – It clarifies the product’s structure. Better still, it can make the product clearly express its function by making use of the user’s intuition. At best, it is self-explanatory.
- Unobtrusive – Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.
- Honest – It does not make a product appear more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.
- Long-lasting – It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.
- Thorough down to the last detail – Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.
- Environmentally friendly – Design makes an important contribution to the preservation of the environment. It conserves resources and minimizes physical and visual pollution throughout the lifecycle of the product.
- As little design as possible – Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.
And then there is
11… Difficult and time consuming – It takes effort to make anything seem effortless. It takes great effort to simplify, to edit, to truly focus on one key feature you want someone to use. Taking the easy way out is just that, easy. You don’t have to have the difficult discussions telling people that their pet idea isn’t going to make the cut.

would have come.” Who knew that BitPay was in downtown St Pete? How about Squaremouth, one of the fastest growing travel insurance comparison websites and recently voted as one of the top 20 places to work in Florida? That’s here. Iron Yard is here too.
board meeting was in Wellington, New Zealand – definitely one of the most beautiful and diverse countries I’ve visited. The food is all organic, there’s a thriving craft beer community (that knows all about Cigar City Brewing!) and scenes like this one are everywhere. Our tour started when we landed in Auckland and immediately took a downturn. The “Mini” we were supposed to get from the rental car company was actually a “mini” car. A Hyundai Getz with a rockin’ 93 bhp engine, water in the door, right hand drive, and two cubic feet of storage for our 20 cubic feet of luggage. I’ll be blunt, this thing was a piece of shit. And it made the trip all the more memorable and interesting, mainly because NZ (N-zed) is rather hilly.
For
putting PVC pipes together or framing a room is idiotic. I’ve lost track of how many exec’s have said “How hard can it be to get software to do this…?” Well, for starters, go write Hendel’s Messiah from memory. No? Try Beethoven’s Minueto Allegro Molto e Vivace. Because that’s what you’re asking for every time you want a custom piece of software written. Ok, maybe not that hard, but just try writing Chopsticks from memory and you’ll see what I mean. This is not that simple. This is hard, detailed work that requires focus and mastery of the most obscure details. And most of all it requires time. Time to think, to solve, to test (to listen to) again and again until it’s right. If you want it fast then you want it wrong. If you want it right then it takes time.

