I don’t care about designing and building cool stuff.

I don’t care about inventing ideas for cool stuff that can be designed and built.

This is boutique bullshit.

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I don’t care about messages and images, in isolation or combined in a coherent and compelling whole.

I don’t care about communicating to customers and changing their perceptions and behaviors.

I don’t care about channels, media, or demographics.

This is advertising bullshit.

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I don’t care about making highly functional stuff.

I don’t give two shits if something is useful and usable if it is just a refinement of what everyone else is doing.

This is user experience bullshit.

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What I care about are insights and their practical consequences.

I care about understanding particular people and particular brands, and discovering possibilities of relationship.

Then… consequently, I become interested in ideas that help start, develop and substantiate that relationship.

Then I care about messages, images and function… and about channels and media, and the best way to use them in concert.

Then I become urgently concerned with the details of design, because those details are faithful to the relationship, or ignore it, or betray it.

And I want to see that design built, because I want to see the relationship work out.

I want to play brand matchmaker.