Designs are Conversations

Reading The Cluetrain Manifesto was an eye-opener, a validation of stuff “I already knew.” I highly recommend it. Read Chapter One. The Cluetrain Manifesto observes that markets are conversations. Conversations consist of questions, statements, remarks, answers, and, most of all, listening. Cluetrain argues, convincingly, that because these conversations are happening more frequently and more openly — over the Internet — companies are becoming more transparent. They may think they’re operating “behind closed doors,” but all the window shades are up. It makes them more honest because they have to be or they get busted, often by their own employees. People (markets) want to be heard. If, as designers, we listen to these market conversations, we learn what they truly want. And as a result we make better products.

I was enjoying “jazz night” and coffee once at a Borders Book Store in Thousand Oaks, California. A fellow enjoyer and I struck up a conversation. He asked “What was the first art form?” It’s a great conversation starter. My question is “What is ’sustainable’ design?” Before you answer, think about listening beyond the conversations of markets/people. We need to learn to listen to the “conversations” of this planet, paying attention to its “body language.” Thirdly, look at the diverse ways we can be “profitable” — not just financially, but socially as well.

What are the elements of “sustainable design”? Here are a few possible elements to get the conversation started: adaptive, modular, reproducible, simple, elegant, recyclable components… thoughtful?… how about globally manufacturable? I don’t mean China, I mean it can be made anywhere.

I’m listening…