harold nelson said:
> There is an excerpt in the most recent issue of Fast Company
> ( www.fastcompany.com/magazine/99/faces-of-innovation.html ) from a
> book by Tom Kelley, the General Manager of IDEO, titled "The 10
> Faces of Innovation" (presented as personas). Kelley states that
> "The appeal of the personas is that they work. Not in theory or in
> the classroom but in the unforgiving marketplace." I am wondering
> if this is an example of what practitioners refer to as a 'design
> theory' as opposed to scientific theory, art theory etc.
I hope not! The origins or lineage of this is about agencies pitching
for work, and getting 'buy in' from the client. The 'success' here is
in terms of persuading clients. As I understand it, Tom Kelley is
telling us about his recipe for a successful pitch. This is about
putting on a convincing performance in front of the client. Agencies,
particularly in the advertising industry have been doing this for
years. This is just the latest version of it. This is all about
theatre, not design.
Does it lead to successful design? I have no idea.
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