Austen Allred

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Clarity & Connection
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David Ogilvy
“One day a man walked into a London agency and asked to see the boss. He had bought a country house and was about to open it as a hotel. Could the agency help him to get customers? He had $500 to spend. Not surprisingly, the head of the agency turned him over to the office boy, who happened to be the author of this book. I invested his money in penny postcards and mailed them to well-heeled people living in the neighborhood. Six weeks later the hotel opened to a full house. I had tasted blood.”
David Ogilvy, Ogilvy on Advertising

Ken Kocienda
“Taste is developing a refined sense of judgment and finding the balance that produces a pleasing and integrated whole.”
Ken Kocienda, Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

Ken Kocienda
“Most people make the mistake of thinking design is what it [a product] looks like. People think it’s this veneer—that the designers are handed this box and told, “Make it look good!” That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.”
Ken Kocienda, Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

Christopher W. Alexander
“Within this process, every individual act of building is a process in which space gets differentiated. It is not a process of addition, in which preformed parts are combined to create a whole, but a process of unfolding, like the evolution of an embryo, in which the whole precedes the parts, and actually gives birth to them, by splitting.”
Christopher W. Alexander, The Timeless Way of Building

Ken Kocienda
“A better justification is that people can type on a smartphone QWERTY keyboard without thinking about it. The keyboard can melt away, it can recede, and when it does, it leaves a space for what people really care about.”
Ken Kocienda, Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

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