“I think now more than ever it’s important to be clear, to be singular...and to have a perspective, one you didn’t generate as the result of doing a lot of focus groups.”
—Jonathan Ive in Vogue
I occasionally mention that Composure is an exploration in self-awareness.
It's easy to assume that self-awareness is a natural or even trivial thing. But from what I can tell, genuine inner perspective is a vivid, terrifying thing.
In part because it requires believing that you have the capacity to say what's important and meaningful in the world. The much easier alternative to this kind of personal vision is to shift most or all of that power to make meaning off to others.
For a certain kind of religious person, that "other" is God.
For a certain kind of business person, that "other" is "the consumer."
Saying that an "other" is responsible for the meaning we get from things is a safe & simple alternative to understanding, believing in, and articulating one's own complicated inner perspective (not to mention doing the difficult work of sharing that perspective through the things we make).
In other words, pushing vision off onto others means you don't have to make anything that says to the world: this is *me.*
But I think that making these kinds of things is beautiful, and that they're important, and that they're worth it.