In the Western world we seem to be obsessive about choice and options. Our freedoms were won hundreds of years ago and we now take for granted that we can basically do whatever we want. But we often forget the fact that the challenge of limitations and restrictions can themselves be liberating. Garr Reynolds' Presentation Zen blog reminds us of this additional example of how Challenge Drives Improvement.
Reynolds makes the point that much of the work of designers is in fact aided by constraints:
- "Whether constraints are good or bad, enabling or crippling, is in a sense irrelevant; constraints are simply the way of the world."
- "In the field of design there is the belief that with more constraints, better solutions are revealed." (John Maeda)
- "What we can learn from professional designers, then, is that (1) constrains and limitations are a powerful ally not an enemy, and (2) creating our own self-imposed constraints, limitations, and parameters is often fundamental to good, creative work."
Reynolds refers to Marissa Ann Mayer, Google's VP of Search Products and User Experience. Mayer claims that constraints on file size, fit with existing technology, and short development times help her team succeed or fail faster and come up with better ideas. She says:
"Constraints shape and focus problems and provide clear challenges to overcome. Creativity thrives best when constrained."
I see the benefits of creative constraints everyday in my day job at an advertising agency. My role at the agency often involves helping to build a strategic approach for a particular project, or weighing in on the fine points of a creative brief. A solid strategy, measurable objectives, and creative brief help "frame" (i.e. constrain) the creative work that comes next.
One of the quotes I often use in guiding teams is: "We've got to build the box to think outside of." In other words, by giving some constraints - say, the product benefit or specific consumer insight - our creative teams are challenged in a specific way. They apply their mind power in a focused direction and develop unique approaches that delight consumers while meeting business needs. Alternatively, if we just said "come up with some big ideas", our teams would not know where to start. And our clients would not know how to judge our work.
Taking a step back, maybe part of what we love about art is that it is the result of a man or woman innovating and expressing herself within firm constraints. We are left to appreciate unique message within an understood setting. A marble sculpture, watercolor on canvas or 17-syllable haiku are highly constraining media that still beget innovation and moving messages.
For my part, I know that focusing on a specific insight in this blog has helped me tighten my writing and hopefully attract more readers. And the more I constrain myself with the Challenge Dividend message,
the more creative ways I see to apply it.
Comments