“In one sentence, what is the key to leading people?” I asked.
Throwaway question? Absolutely. I knew no one would answer.
“I think I know,” a man sitting in the back corner said, somewhat hesitantly. “No one cares how much you know until they first know how much you care about them.”
“No, really,” he said, starting to sound more confident. “Yeah we’re in charge and yeah we talk about targets and goals and visions, but our employees don’t care about any of that stuff for very long. We can communicate and engage and connect all we want, but no one really listens to us. They just smile and nod and go back to doing their jobs the way they always do.
“Our employees don’t really care about what we want them to do until they know how much we care about them. When an employee knows – truly knows – that you care about them, then they care about you. And when they know you care, they will listen to you… and they will do anything for you.”
Um artigo interessante por Michael Johnson, cromo da agência inglesa de branding Johnson Banks sobre o caminho que a Web está a levar.
“I can’t really put my finger on when exactly. But at some point in the last 2 or 3 years, the web stopped being new and just started being, well, there.”
“Of course you can show off with some whiz-bang flash or video graphics, but the effect soon wears off. A few years ago the Habitat site was an award-winning, immersive, 3d environment. Now? It’s a site where you go to look at rugs.”
“As ex-D&AD President Simon Waterfall admitted, ‘People don’t want to be entertained as much as serviced.”
“Because so many sites like Amazon’s have had ever-present, top-down and side ‘navigation’ for so long it’s hard to persuade clients otherwise. The ‘rules’ are starting to stick.”
“It’s unsurprising that many established interactive agencies like All of Us and Digit are just as keen on installation design, a chance to avoid the pitfalls on on-line and flex their muscles.”
A long time ago, in a galaxy far away, the graphic arts industry was populated by full-time illustrators, production assistants and compositors. With only composing sticks for laying out type, straight edges for defining grids, a human proofer to catch spelling mistakes and an arsenal of X-acto blades for making edits, these guys lived and breathed detail. Mistakes were costly. It was a trade position that required lengthy apprenticeship; job security depended on getting all of the little things right.
While many of the tactile skills needed for our new generation of PC-based web design and development are radically different, a critical eye for detail is as relevant as ever. In fact, because of the lower cost of entry and increasing commoditization of design, that eye for detail is not only necessary for staying afloat in the profession, but a requirement for success.