о прогнозах на кофейной гуще
11:38 | 02-11-2011 | Design | No Comments
Джон Грубер о том, зачем компании показывают рекламные видеоролики о будущем:
I’m not arguing that making concept videos directly leads to a lack of traction in the current market. I’m arguing that making concept videos is a sign of a company that has a lack of institutional focus on the present and near-present. Can you imagine a sports team in the midst of a present-day losing season that makes a video imagining a future championship 10 years out?
The designs in these concept videos are free from real-world constraints — technical, logical, fiscal. Dealing with constraints is what real design is all about [emphasis mine]. Institutional attention on the present day — on getting innovative industry-leading products out the door and creating consumer demand for them — requires relentless company-wide focus.
занимаясь хоть чем-нибудь, ты разрушаешь преграды. а не просто стираешь их ластиком.