The Language Of Design
A relevant excerpt from The Brand Gap by Marty Neumeier -
Unfortunately, most business managers are deaf, dumb, and blind when it comes to creative process. They learned their chops by rote, through a bounded tradition of spreadsheet-based theory. As one MBA joked, in his world the language of design is a sound only dogs can hear.
This is illustrated by a story about railroad baron Collis P. Huntington, who visited the Eiffel Tower just after its completion. When an interviewer for a Paris newspaper asked him for a critique, he said: “Your Eiffel Tower is all very well, but where’s the money in it?” It’s not that spreadsheet thinking is wrong. It’s just inadequate. A designer might have offered a completely different critique of the tower: “What a stirring symbol of achievement! From now on, people will never forget their visit to Paris.”
According to one estimate, more than $120 billion worth of Eiffel Tower souvenirs has been sold since 1897. The trinket business alone has been worth the investment.