Click the image to enlarge.

The above graphic is something I decided to plot out … A visualization of Mission Creep. Or in other words, the process of continuous lack of decision along a projected path of project execution. The goal of this graphic is to map the direct correlation between lack of decision and increase in cost for the project.

I will not allow age & experience to define who I am. The potential that I am capable defines who I truly am. Therefore, I know nothing of whom I am to become. Rather, I know I am to become anything I set my sight. So where now must I set my sight?

“If you can’t explain it simply, you don’t understand it well enough.”

– Albert Einstein

The current condition of our collective culture is not sustainable. Let me repeat, as a whole our culture is not sustainable.

And I’m not talking about sustainable products, sustainable energy sources, sustainable grocery bags … I’m talking about our culture.

The condition of culture is up for grabs. And it’s time for the people to take it back. Take it back from giant corporations that are wealthier than most countries. Take it back from governments that are fueled by economic churn, and that lay at the feet of these giant corporations.

We must not put the salvation of our culture in the hands of technological advancement. We need broad-based, social change. Technology can compound the problem instead solve the problem. About one hundred years ago the streets of New York City had some serious issues … Major traffic congestion, sanitation probelms, and polution. All of this was thanks to the hundreds of thousands of horse drawn buggies. But when the first automobiles showed up on the roads, hope came along with the car. People anticipated that cars would help with traffic congestion and keep horse manure off the streets of Manhattan. While the later is true, the issues with polution were only compounded as were the traffic jams!

Technological advancements do us very little good … Wind power, electric cars, orbital satellite solar power. What’s the point? Yes, we (the U.S.) stand to relinquish our dependency on foreign oil, but these technological advancements will not sustain our culture. These technologies still feed our collective consumption. They simply postpone the inevitable.

And yes, recycling is important. However, it has very little value on its own. Recycling assuages the guilt of our over-consumptive nature. Recycling must come in step. Reduce. Re-use. Recycle. It is important to fully realize that everything needs to fall in step. And our culture has many, many steps that need to be taken. It’s time to start!

As a designer, a brand strategist, a photographer and much, much more, I have come to a realization … So, what is key to the success of “our” mission? Stewardship of Potential. We must bridge the gap between conservative practicality and great vision.

So many are hindered by the thought of failure, that they are not willing to even attempt the smallest amount risk to reach any success. Fear can be crippling. But I’m more fearful of not succeeding, than I am of potential failure. Failure is not the end all, be all. Its just one step in realizing the solution. Failure is the path to success. How many different light bulb experiments did Edison create before one actually worked? Over 10,000!

Many times, clients are blind to the potential of  success. And we must be stewards of that potential, bridging the perceived valley of death. Regardless of the visual aesthetics of any given design, it holds very little value in the equation of success divided by risk multiplied by cost. Conservative practicality will always prevail … it’s safe. Unless, the potential of success is properly communicated. If at first it not understood, repeat. And yet still not understood, then adjust the explanation. And repeat as necessary.

Stewardship of potential is key to attaining success with a client.

Read. Think. Then Reply. You’ll sound Genius!

Ok, while that may not be exactly 100% truthful, one can at least guard themselves from sounding or appearing to be less than competent. It easy, really!

Agency-to-client consultation can be a bit dicey sometimes. Most often with consultation one is trying to guide. To guide from one’s own experience, one’s own learned mistakes, one’s own learned successes. Yet, recently when providing some very straightforward consultation regarding the value of social media, and how it is best leveraged, my consultation was less than appreciated. It was perceived to be counter to the client’s own objectives. It was perceived to be lecturing! Unfortunately, this was in no way my intent. And note, I was quite diligent in the use of my language in hope to avoid this very outcome.

Here’s the thing … My only goal for any client is the client’s success. The success of the basic objectives. Because I know that only if my efforts translate to success will the client solicit my help with future successes.

And here’s the rub … If my consultation is ignored or discounted, I still have to execute the will of the client. And I’m happy to! Only, when the client comes back to me in a month or longer and asks why this particular initiative was not quite as successful as I had initial positioned, it’s difficult to respond with … “Well, I told you so!”

Could this be an attempt at preemptive leniency from a police office if this driver were pulled over for a traffic violation? This sign definitely does not look official by any means. However, if the desired objective is attained, then the design would be a success. Potential proof that design isn’t always pretty!

“The best teachers are the most earnest seekers. Those are the ones to follow.”

Formulated by Grace Hw., initially stated by Claude Hu.

Nestea has a new campaign … Liquid Awesomeness. The website is pretty sweet, but definitely weird. Doubtful it will have a long shelf-life.

Regardless … We’re walking down Broadway last night, look up and see the above poster. Without any context whatsoever, this ad just seems ridiculous. Stupid really! Maybe I’m getting old.

Maybe I’m not. As a designer and brand strategist myself, I always work to consider the environment in which the work exists. Context is so important. And without it, the point can be completely lost. We live in a world where individuals are exposed to a great deal of information … And not everyone is exposed to all the same stuff.

Or maybe I just need to start watching TV! Nahhh, don’t think so.

It seems that television is the “context” some automatically base expectations. But you’d think these days with DVR and the internet, that designers and agencies would realize that the collective public is beginning to gain personal control of their own context. This is changing the way brands must communicate to individuals.

While the base approach for this Nestea campaign is interesting, this approach is not for the general public at large. It should be used only for smaller niche audiences that make up the long tail … Where it resonates the strongest.