I need a new highlighter. Okay, I’m reading Creative Confidence on a tablet so there is no ink, but, I’m less than two thirds of the way through and I have highlighted this book more than any other, including meteorology textbooks.
The most important insights for us come through the concept of “empathetic design”. The need to look through the end users eyes and experience when developing products. We’ve talked before (2010 and 2013) about the fracturing audience. There is no “right” answer as there has been on TV. You get one show to cover and audience with as many tastes and needs as viewers. Someone wants Partly Cloudy, 72, someone else wants the discussion of the cutoff low near the four corners, this is The Long Tail.
Highly recommend the book…and a trip to Staples.