www.hornallanderson.com/blog/concurrence---sequence

Concurrence / Sequence

POSTED BY Ronald Paul Viernes on Jun 20, 2012

Ben Steele, Creative Director and copy-writer extraordinaire, gave a compelling talk during Green Banana lunch today. He spoke of the power of saying "No" and searching for the true essence of what we want to achieve for our clients.

Naturally, His presentation led to some healthy discussion about our own internal process and how we can better integrate the multidisciplinary skill sets of our team. This reminded me about a recent essay by Strategist Devin Liddell, of Teague (local industrial design consultancy) titled, "Why Concurrence is Awesome and Sequence is Sucky." 

He brings up some interesting points and things we can apply to our own workings. 

Take-aways (for me):
— integrate
— be nimble
— fail early (and often) 

WRITTEN BY Ronald Paul Viernes

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Izzie Zahorian

Jun 21, 2012 at 8:21am

Waterfall process IS totally sucky because you lose the opportunity to cross-pollinate different sources of inspiration and expertise together. Instead, you're stuck with your own or your team's own inputs, biases, and ways of doing things.

For me, it's like cooking. I know that I can make a mean red beans and rice, so I'm just going to keep on doing it in the way I know how--UNTIL an awesome Thai-cooking friend comes along and recommends another method or other spices. These new spices just so happen to add interest and depth to my dish that I never would have been able to conceive of on my own. I would have never even considered those flavor combinations had I not been exposed to my Thai-cooking friend's different background and way of doing things.

Going back to Ben's talk, part of saying 'no' is understanding your stengths and your biases. As an interactive designer having recently transitioned from visual design, my expertise tends toward aesthetics over functionality. Working concurrently with developers and strategists from the beginning of a project has not only broadened my horizons of what's possible in a design, but has also influenced what's important. With concurrency, ideas come first--not roles or expectations. And you get the value or bringing together a much broader group of perspectives, so you're not just creating a designer's design, but a design for the people.

Jun 20, 2012 at 4:20pm

AWESOME!! Thanks for sharing.