Creativity is the key to national prosperity
Everything we do, we do for a reason. To be sure, there may be times when we pause for a moment before being able to explain… but that’s just because sometimes our right cerebral hemispheres are a step ahead of their neighbours.
And the reason is best summed up in one word. Effectiveness.
If you are in business you know all about how important effectiveness is. You know the pressure that UK SMEs are under – of course from competition at home and in Europe, but more significantly from the emerging super-economies of China, India and the rapidly developing new commercial world. Manufacturing upped-sticks and went overseas at the end of the last millennium. Much of the service industry is following suit. The UK still has a significant store of knowledge capital, the legacy of being in the vanguard of global technological development for a century or more - but the new global players are racing to catch up and the gap is closing. UK business can only stay ahead by investing in innovation.
That’s where we can help. Design is innovation. And for us effectiveness is beauty. We are not interested in solutions that are cool or funky, unless cool and funky is the way to get the message across. We are not interested in our designs standing out, unless they stand out for the right reasons. And we want our design work to be different because different is better, not because different is different.
The title of this section is from Sir George Cox, commissioned in 2005 by Gordon Brown to draw a road map for prosperity in the UK. Here’s some more cold comfort from George…
‘Competition [for SMEs] is going to get tougher. In the modern world the only answer is to get more enterprising and more creative, and this has to come not in response to exhortation but out of enlightened self interest.’
Cox Review of Creativity in Business,
Sir George Cox, 2005
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