The Tale Of A Circle And A Square
| Kelsey Ruger | Nov 9, 2009 | 13 Responses | Design |
Every interaction point with a customer from the first time we talk, through the products we deliver to how we build the relationship. How we “design” that relationship is reflected in how we operate, how we communicate, and the emotions that people have when working with us. That’s how you begin to matter to people. It’s something that everyone in the company needs to understand. From “Do You Matter?“
Many times when I bring up the topic of design, I get asked questions that focus on design as a “facade”. A facade could be something physical, like the design of the iphone or something less tangible like the culture of Zappos. In any case, many times it leads to an assumption that a level of success can be achieved by “adding on” or “copying” the outward appearance of other companies.
It got me thinking about how I could illustrate this most effectively. I came up with a simple cartoon about a circle, a triangle and a square who is trying to figure out what really makes the circle a circle.
In the end the square learns that people won’t be fooled if your “design” (or culture for that matter) is simply a facade or marketing ploy.
Companies that continue to suffer from this type of failure to imagine, will only see design as the “creative” activity that happens when all the “important stuff” is done. For them it will seem easier to try and replicate existing ideas of success or beauty instead of planting the seeds for the ideas of the future.
Yes, it does feels good to be the creator of timeless beauty, but it won’t be nearly enough if your organization doesn’t view design as an activity that affects the organization as a whole. Beauty really is only skin deep, if you want to matter or continue to matter, “design” should be designed in.
In This Article
He didn't just wake up one day and say "Hey I think people like circles". In fact I would guess he didn't set out to "appear circular at all". He just wanted to be different and unique.
This is short, but sweet. I think the toon demonstrates the point effectively. Nice work
Interesting. Thanks for sharing. In our company, when we approach a product design we try to get all the stakeholders together and collaborate to create the “design strategy.” In so doing, the design deliverables themselves become a ways of reflection, communication and collaboration. It’s an iterative process where we all try to share a common vision to produce a thing that reflects that “circle” within.
Interesting concept…basically saying be true to yourself
Perfect and to the point. Now if I could only get the people around me to strive to be more than just a square, I’d even take a parallelogram. I think what happens is people get very comfortable being a four sided square. It’s stable and less risky than being circle. As a circle you have the ability to roll forward and be progressive much more easily. But like you said, it’s not about becoming a circle, but a shape of your own.
Didn’t even notice u came up with the cartoon until I saw your signature. I love it. Succinct with an excellent point.
You can’t be a circle just by saying you are. ‘To be… you have…. to be.’ Well done K!
Right on! Nice drawing btw. =)
Very interesting thought process. It actually makes a lot of sense in a business idea that I am toying with right now. You can use other companies and their “facade” as inspiration, but you will only set yourself apart if you are truly yourself and truly unique.
I love the idea of designing relationships. Now I know longer have to think I’m prospecting for new customers. I’m busy designing my business relationships. Very cool! Speaking of interesting relationship designs, Formspring mailed me a handwritten thank-you note. They spent $.44?! I’m touched and confused.
“For them it will seem easier to try and replicate existing ideas of success or beauty instead of planting the seeds for the ideas of the future.” — In terms of potential clientele, I hear/see this far too often. Our responsibility shifts more toward opening minds and proving value in originality / risk.
I think this is a great illustration focused on a common problem. I tell my team all the time. We don’t need a zappos solution to take our game to the next level we need Logitech solutions to Logitech problems. We need to have the spirit of the solutions not one particular execution. I have seen too many businesses try and fail on “be like x” solutions. I love the drawing!
J.
Very nice drawing indeed.