I stumbled upon this video again of Jony Ive speaking 6 years ago. Back then I was too enamored with the man to ever listen to what he was really saying. Now that the myth of Ive has receded, I’m taking away timeless lessons from this video namely, care in our work.
“I believe that we sense, I can’t articulate it, when there’s been care taken with a product, just in the same way we sense carelessness. Sadly, most of our manufactured environment I think testifies to a degree of carelessness.”
In another video he says, “People really do care, if given the choice.”
If given the choice. Meaning, the fault isn’t with the audience, but with the creative.
So much writing these days, is a race to the bottom of the brain stem, using our base instincts to get us to care. But the work that’s created is as careless as those products, force fed to us through feeds and algorithms.
People want to read something and be moved. People want to care. It’s us who has to create something worth caring about.