“We need a flier (brochure, website, logo),” is how most design projects are initiated. That’s when the possibilities start to dissolve.

Maybe it’s a mandate from on high.

Maybe it’s what you’ve done every year.

Maybe you hope the flier will clarify what you want to accomplish. But that’s backwards.

Even when you really know you need a website or an annual report or an event logo, you should first ask why.

A brochure or a flier is merely a form — the what. They are just vehicles for your message.

The form could be writing in the sky.

The form could be a wine and cheese party with a presentation.

The form could be a short video.

Don’t limit the possibilities by starting with the what. Since you (as the client) are always right, you might get just what you ask for. But the most beautiful flier in the world can’t make up for the lack of why.

Even if you do describe the function as well as naming the form, you still risk thinking in limiting terms. You’ll always see a flier as a two-sided piece of paper folded in thirds. You’ll always see an annual report as an accounting of numbers. Maybe the flier can also be a lampshade. Maybe the annual report can also be an invitation (invitation in a broad sense, not a literal event).

Start with why. Now there’s potential for surprise or clever reuse or delight.

This new approach has a built-in problem though. What exactly do you ask for? How do you budget for why rather than what? How can you ask for a cost estimate if there’s no what to describe?

It requires a shift in thinking.

You’ll see design as a way of thinking, a problem-solving tool — not an end in itself, a poster or a website. This shift in thinking might cause you to hire different people, to ask different questions, to engage in a different way than you had before.

The end result might still be a logo, but now you’ll see the logo not as colors and fonts but as a container for your values and aspirations in a way you hadn’t before.

Designer Yves Behar of FuseProject told an interesting story at a sustainable design conference called Compostmodern. As a partnering design firm with Puma, he and his design team noticed that the plastic sleeves that t-shirts arrived in from the manufacturer could be folded just one more time, making the plastic sleeve smaller, thereby reducing waste and saving Puma tons of money. This was able to happen because of the unique relationship between the design firm and Puma that gave designers access to the inner workings of the company.

This ingeniously simple solution came about by chance and because the why was about a sustainability, not about redesigning t-shirts.

On your next project, let the form remain a blank slate until you’re really sure what the function is.

See related posts:

The Tree of So-So? Or the Forest of Effective.

Design Briefs: Don’t Get Caught Without Them

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(Image credit: Flickr / Amanda Wood, under a Creative Commons license)

You sit down to write copy for that new project. Words flow easily about what you’ve done and who you are. You can describe the what, where and when with finesse. The only problem is, in nearly every instance, the reader is going to ask, “What’s in it for me?”

It doesn’t matter if it’s a report, a marketing brochure, a workshop description or a fact sheet. It doesn’t matter if the reader is a committed, in-your-camp devotee. It doesn’t matter how much you think they need your information or how interesting it is.

Why is focusing on benefits so hard?

Read the rest of this entry »

Where do you go for creative inspiration? For me, one place is the sea. It offers extraordinary details if you’re patient and curious enough to let them wash over you. The sea reminds me that the most beautiful forms are the most simple and direct. Too often, we complicate things by seeking out lofty solutions. Most of the time, the answer is sitting right there just waiting to be noticed.

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“The sea does not reward those who are too anxious,
too greedy, or too impatient. One should lie empty, open, choiceless as a beach—
waiting for a gift from the sea.
—Anne Morrow Lindbergh

And you? Where do you go? The museum? The shower? A bike ride?

“I want to work smarter, not harder in 2012,” a friend resolved at an annual New Years Day party where guests reflect on the past year and state intentions for the new one.

Working smarter often involves working harder at first, but not harder on the same old stuff. Working smarter means putting systems in place that conserve time, energy and money. But that work often means asking hard questions. Otherwise we would set up resource-saving systems more often.

Which brings me to marketing budgets. It’s easy to squander time and money, equally valuable assets. Read the rest of this entry »

“Ship often. Ship lousy stuff, but ship. Ship constantly.” —Seth Godin

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Diving in head first not only goes against conventional wisdom, but it goes beyond most people’s comfort zones.

We’re always told to plan, to be level headed, to be prudent, to be structured. The only problem is that our fear, doubt, procrastination, worry, perfectionism, definitions of success (add as necessary) trick us into staying put. But we believe that our delay is really prudence. Read the rest of this entry »

My mother likes to tell people what I said about chemistry class, “I don’t know why anyone would care about the rate of a reaction. I don’t even care about the reaction itself.”

This, coming from the daughter of two biochemists.

I’ve always loved science, but failing at one type forever brands you a flunkie.

And yet, I’ve spent more hours than I can count creating science on the stove, in the oven and, unfortunately, in the fridge of the bluish-green variety.

Chemistry was never so fun than at a recent cheesemaking class with cheese whiz Mary Rosenblum (and science-fiction author). Thanks to SlowFood Portland (organizers) and to Chef Robert Reynolds Chef Studio (use of space).

It helps that Mary has a casual swagger in the kitchen and is a most generous teacher, making you feel as though her 20 years of cheesemaking could be yours if you allowed yourself to experiment and not worry too much. Suddenly, the rate of the reaction and especially the reaction are interesting, and not just because you get to eat the results. Alas, Mary is a storyteller, a science-fiction one at that. I found myself on the edge of my seat wanting to know how the milk thickened.

Most of all, the way Mary taught cheesemaking is how I feel about cooking. It’s not that complicated, mistakes aren’t the end of the world (in fact they’re good teachers), it’s fun and creative. If we demystified cooking, more people would do it.

Among what I learned was:

• A local source for pasture-raised milk, which will produce a better cheese. Or buy raw milk.

• Since spring milk tastes better, you can buy a lot and freeze it. But that shouldn’t stop you from making cheese any time.

• Feta lasts as long as a year if it’s in brine. Mary packs her feta, as well as the soft mold cheese we made, in jars with garlic cloves and olive oil. Great gift idea.

• You don’t have to go nuts with sanitation in the kitchen. Just use common sense. Example: don’t pet the cat and then stick your hands in the cheese.

• Feed your mistakes to your chickens or your neighbors chickens. They’ll love it.

• Do get yourself a cheese thermometer though, as they have finer increments of degrees than a candy thermometer.

• Most store-bought milk has stabilizers that increase shelf life, even organic milk, but produce lesser quality cheese.

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Ricotta Cheese
by Mary Rosenblum

1. Heat a gallon of whole or skim milk on the stove to at least 190 degrees. Remove from heat.

2. Use either 1/4 cup of vinegar or lemon juice, or 1 teaspoon of tartaric or citric acid dissolved in water, and add to the milk. Wait till you see the curd start to separate from the whey (which will be clear). Stir very gently to incorporate the acid into all the milk but be careful not to break up the curds too much. Add more acid if solids don’t separate.

3. When cool enough, drain the curds through a wet, boiled or microwaved muslin (or some other thin clean cotton). It’s okay to let the curds and whey sit overnight.

4. Rinse curds under water if you want to remove the vinegar or lemon flavor. Alternately, you can add a lemon rind for flavor.

5. Refrigerate or freeze. Ricotta is one of the few cheeses that freeze well. Use in any recipe calling for ricotta.

How easy is that?

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Consider becoming a member of SlowFood Portland for other events like this.

When one door is closed, don’t you know, another is open. —Bob Marley

With the closing of the year, December is a perfect time to consider the doors you’re keeping open, the doors you have yet to open and, often more importantly, the doors to consider closing. Not slamming. Not locking. Just closing. (You can always reopen them.)

I talk a lot about closing doors so you can open others, not because it’s easy for me to do! It’s because I know it has to be done in order to conserve energy, create success, explore new opportunities and maintain enthusiasm for your work.

We keep doors open that are better shut, and for good reason.

We fear a potential loss. We’re hard-wired to avoid loss, a concept called loss aversion. Barry Schwartz talks about it in his book, “Paradox of Choice.” Even if a loss will really be our gain, we often make decisions that don’t benefit us because the primal part of our brain kicks in. Just by knowing this, you can override that automatic response and make a different decision.

You will always have a loss, but you will always have a gain, too. The problem is, the gain is unknowable and the thing we have is knowable. It might suck, but at least it’s familiar. We also don’t want to disappoint people, another form of loss aversion.

Opening a new door takes energy and time. Yes and no. It depends on the door. Most of us are so risk averse that we’re not likely to open a brand new door so wide that an ocean of possibility rushes in that we suddenly have to deal with. And remember that we’re also closing doors.

We have to figure out what we want. Many of us work on auto pilot and we also do what is nearest or easiest or most crisis-oriented. We rarely leave time for the kind of reflection that can open up new opportunities. This affects all of us — the in-house marketing or project manager, the sole proprietor, the small business owner.

Other people are involved. If you work for or with other people, closing doors might be a little trickier. You have to justify a change. But maybe your staff plugging away at an effort that isn’t beneficial. Or you’re working with companies that don’t bring out the best in you. Maybe you can’t seize another opportunity because your time and effort is tied up elsewhere. You might need to step up and gently closes a door.

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Years ago, I got rid of a large part of my book collection. I thought it was sacrilege but I wanted to simplify my surroundings. I created three piles: Keep, Get Rid Of and Maybe. I let the Maybe pile sit for a few days. I discovered I kept books I thought I should read but didn’t really want to. They were a cognitive drain. I got clear with what I was really curious about, what made me feel expanded and what I deeply wanted to learn, which meant having to acknowledge the opposite.

Business and work decisions are more complicated than books. But most likely, you don’t need to think about which doors to close; you already know what they are. Look at your business efforts that leave you anxious, frustrated, bored, unappreciated, angry or uncertain. The doors to open? They say those will open magically, but only when you’re courageous enough to close some first.

You have good and important things to offer. You have to make sure that the right doors are open for those things (and the right people) to move freely about.

Good luck! And if you have a good door-closing story to share, I’d love to hear it.

It is always easier to do than to plan to do. We often have an internal knowing about where we’re going and what we want to accomplish, whether it’s a visionary decision or just a project. So we skip the kinds of meaningful questions that help us chart the best path.

But that’s because the questions can stop you in your tracks (proof that you’re getting somewhere!) because they’re hard to answer. They involve having to think critically about who you are and why you do what you do. They call to mind selling and marketing, which most of us avoid.

But most of all, we’re not clear about who we’re walking towards. Or we’re walking towards everyone and no one. Read the rest of this entry »

Do you plan your every step, knowing the results you want and what the destination looks and feels like? Do you work and work at something even if it doesn’t feel quite right, or because you chose that path you feel you must persevere?

Or, instead, do you coast along and hope that something appealing will snag you, or that you’ll an opportunity will drop at your feet?

Personally, neither sounds appealing, at least not all the time.

But there’s another option — a hybrid of the two. It can take some of the heat off if you feel like you fall into either of those categories. Or especially if you bounce back and forth between the two. Read the rest of this entry »

Chances are as a business owner — especially a service-oriented business — you have something to offer beyond your core service that people want, maybe even need. But you’re not giving or selling that information or wisdom.

Think about your typical day and all the actions you take, the opinions you have, the advice you give, the troubles you troubleshoot. We all have blinds spots when it comes to what comes naturally. We don’t realize there is value in that pool of deep knowledge or interest we’ve spent years cultivating. We don’t think that sharing or selling that advice or information is a possibility. You might be thinking, “It’s just how I do my job.” Or, “Who would want to know that?” Read the rest of this entry »