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In this book, designer Alan Moore invites us to rethink not only what we create—a website, a homemade chair, a business—but also how and why. He uses examples from Pixar, Apple, Yeo Valley, Blitz Motorcycles to ask ourselves: How useful and thoughtful is this design? Is it a beautifully crafted thing?
Absorbed in work, amidst constant multitasking and frantic rhythms, we tend to mechanize the creative process, stripping it of its aesthetic and value-laden aspects. Part of this is the temptation to rationalize and simplify, because to seize beauty and focus on it requires additional strength and time, which we usually lack now. However, only by stopping and periodically distancing ourselves from the hustle and bustle of work, looking back at our achievements with a gaze always ready to search for something new and profound—only in this way are we able to feel true elation and renew our enthusiasm.
The purpose of this text is to inspire readers to grow, improve the creative process, and shift from product to experience. The axial principles for it are the categories of sincerity, usefulness, and simplicity, based on which a person — a creator by nature — is able to realize important, large-scale, and lasting things.
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