Rick Tetzeli: So what can a CEO do to cultivate great design? As a lead designer, what do you need from a CEO? Why, therefore, would a CEO not want to be intimately involved in that process? Jony Ive: I think this question actually asks big, important, profound questions: Why are you incorporated? Why are you gathered together, if not to make your products or services? I always thought that the idea of a company was a necessary evil to make an idea relevant, you know ? The products that we develop and bring to market require a collection of people with expertise in a whole range of different areas, and there’s a process for creating and developing products and solutions with such a group. Rick Tetzeli: What makes for a great relationship between the CEO and the head of design? What’s the potential for that relationship? An edited version of their conversation follows. In discussion with McKinsey chief marketing officer Tracy Francis and McKinsey Quarterly editorial director Rick Tetzeli, Ive went deep on what a CEO must do to foster great design, the fragility of new ideas, and how group dynamics both inhibit and propel creation. Ive is an obsessive student of what it takes to design and create great products and services in the context of a large corporation. LoveFrom is a small collective, with some 40 employees, but it works with some very notable companies and people, including Airbnb, Ferrari, and the new King of England, Charles III. In 2019, Jony Ive left Apple to cofound a creative agency, LoveFrom, with his friend and long-time collaborator Marc Newson.
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