What’s new to me is the fact that they hired a full-time writer early on. At my current gig I write acceptance criteria for a living so the following excerpt really spoke to me:
«One surprising thing about Ive’s approach is that conversation, rather than sketches, is how he often begins a project. Thinking—and then speaking about that thinking—is the raw material he works with. “Language is so powerful,” Ive says. “If [I say] I’m going to design a chair, think how dangerous that is. Because you’ve just said chair, you’ve just said no to a thousand ideas.»
The experience that I’m having is that there’s a fine line between a description being either too broad or overly narrow. The latter excludes lots of solutions that might be better than the obvious one at the time of writing. The former has everybody scratching their heads. :D
«One surprising thing about Ive’s approach is that conversation, rather than sketches, is how he often begins a project. Thinking—and then speaking about that thinking—is the raw material he works with. “Language is so powerful,” Ive says. “If [I say] I’m going to design a chair, think how dangerous that is. Because you’ve just said chair, you’ve just said no to a thousand ideas.»
The experience that I’m having is that there’s a fine line between a description being either too broad or overly narrow. The latter excludes lots of solutions that might be better than the obvious one at the time of writing. The former has everybody scratching their heads. :D