How perfect are these posters from Garance Dore! $40 on her website.
The famous Apple “Think Different” campaign came from Jobs’s advertising team at TBWA\Chiat\Day. But it was Jobs who agonized over the slogan until it was right:
They debated the grammatical issue: If “different” was supposed to modify the verb “think,” it should be an adverb, as in “think differently.” But Jobs insisted that he wanted “different” to be used as a noun, as in “think victory” or “think beauty.” Also, it echoed colloquial use, as in “think big.” Jobs later explained, “We discussed whether it was correct before we ran it. It’s grammatical, if you think about what we’re trying to say. It’s not think the same, it’s think different. Think a little different, think a lot different, think different. ‘Think differently’ wouldn’t hit the meaning for me.”
There are dozens and hundreds more of these types of words. And save for a few exceptions, we probably all understand the concepts they represent and have felt them for ourselves. So why doesn’t every culture have words like these ones, if they represent things that are relatable to all of us? The novelist Salman Rushdie once wrote in his novel Shame, “To unlock a society, look at its untranslatable words.” How true is that? America is known for being a fairly unhealthy country; I know it’s a fairly recently popularized term, but does any other language have a word that means “food baby”?
To be honest, though, maybe it’s better if those words are untranslatable. Better to leave them in their original form, rather than translate them and leave something necessary out in the process. I wish we could start adopting those words, though, because I’d love to be able to use words like “wabi-sabi” (侘び寂び), or the Japanese concept of finding beauty in the imperfections of life and accepting them. Kind of like accepting that untranslatable words, as beautiful as they are, can’t be said in our own languages.
Certainly she was losing consciousness of outer things. And as she lost consciousness of outer things … her mind kept throwing up from its depths, scenes, and names, and sayings, and memories and ideas, like a fountain spurting.
–To The Lighthouse
We always assume that you get more done when you’re consciously paying attention to a problem,” Schooler told me. “That’s what it means, after all, to be ‘working on something.’ But this is often a mistake. If you’re trying to solve a complex problem, then you need to give yourself a real break, to let the mind incubate the problem all by itself. We shouldn’t be so afraid to actually take some time off.
…A daydream, in this sense, is just a means of eavesdropping on those novel thoughts generated by the unconscious. We think we’re wasting time, but, actually, an intellectual fountain really is spurting.
In our Moore’s law-driven age, we expect devices to continuously be getting smaller, lighter, more powerful, and more efficient. This thinking has seeped into our expectations about lots of product categories: Cars must get better gas mileage. Bicycles must get lighter. Washing machines need to get clothes cleaner with less water. Almost every industry is expected to make major advances every year. To do this they are constantly reaching for new materials and design techniques. All this is great for innovation, but it’s terrible for reliability.
When people think about creativity, they think about artistic work — unbridled, unguided effort that leads to beautiful effect. But if you look deeper, you’ll find that some of the most inspiring art forms, such as haikus, sonatas, and religious paintings, are fraught with constraints. They are beautiful because creativity triumphed over the “rules.” Constraints shape and focus problems and provide clear challenges to overcome. Creativity thrives best when constrained.
But constraints must be balanced with a healthy disregard for the impossible. Too many curbs can lead to pessimism and despair. Disregarding the bounds of what we know or accept gives rise to ideas that are non-obvious, unconventional, or unexplored. The creativity realized in this balance between constraint and disregard for the impossible is fueled by passion and leads to revolutionary change.
Work is what we do by the hour. It begins and, if possible, we do it for money. Welding car bodies on an assembly line is work; washing dishes, computing taxes, walking the rounds in a psychiatric ward, picking asparagus — these are work. Labor, on the other hand, sets its own pace. We may get paid for it, but it’s harder to quantify… Writing a poem, raising a child, developing a new calculus, resolving a neurosis, invention in all forms — these are labors.
Work is an intended activity that is accomplished through the will. A labor can be intended but only to the extent of doing the groundwork, or of not doing things that would clearly prevent the labor. Beyond that, labor has its own schedule.
There is no technology, no time-saving device that can alter the rhythms of creative labor. When the worth of labor is expressed in terms of exchange value, therefore, creativity is automatically devalued every time there is an advance in the technology of work.”
– Lewis Hyde
Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don’t settle.
– Steve Jobs