Strategy and Structure - WebVisions 2015

&structurestrategyDoing it right, and how youd know

Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

Design is the rendering of intentJared Spool

Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor Trance881989$111,000,000

Steelcase Corporate Development Center in Gaines Township, Michigan2015$2,800,000Photo by Dan Klyn

With kind permission of John Auchter, Originally published in theGrand Rapids Business Journal, July 27, 2009

Howard Miller Clock Company Headquarters, Zeeland MichiganPhoto by Dan Klyn

Howard Miller Clock Company Headquarters, Zeeland MichiganPhoto by Dan Klyn

Howard Miller Clock Company Headquarters, Zeeland MichiganPhoto by Dan Klyn

Howard Miller Clock Company Headquarters, Zeeland Michigan

Christian Norberg-Shulz

Places represent architectures share in truth

Interfaith Peace Chapel by Philip JohnsonPhoto by Dan Klyn

There needs to be a place one place. One complete thought around music Trent Reznor

That may sound a bit far fetched, but increasingly, the structures were making in the digital environment cost as much if not more than buildings to construct and then operate. These are places where people live and work, that just happen to be made of information.16

A Place MADE OfInformation

Chapelle Notre Dame du Haut Ronchamp by Le Corbusier. Photo by Jopa Elleul1955

18

Sculptured House by Charles Deaton, photo credit unknown, Wikimedia Commons 1963

Sleeper by Woody Allen United Artists 1973

A scene from the film Sleeper by Woody Allen United Artists 1973

1963Sculptured House by Charles Deaton, photos by user digijeff on FlickrI wanted the shape of it to sing an unencumbered song

1962

1962West elevation blueprint drawing of TWA Flight Center at JFK Airport in New York City by Eero SaaranenAlways design a thing by considering it in its next larger contextEliel Saaranen

Vintage postcard depicting the TWA Flight Center at JFK Airport in New York City by Eero Saaranen1962

https://flic.kr/p/awoXAahttps://flic.kr/p/awoXAa19631962

What is good structure?1964Photo by Dan Klyn

TACTICSPhoto by Dan Klyn

STRATEGYPhoto by Dan Klyn

Richard Saul Wurman Photograph by Melissa MahoneyThere is no right wayRichard Saul Wurman

Richard Saul Wurman Photograph by Melissa MahoneyRichard Saul Wurman

1894Santler Dog Cart, the earliest British-made automobile. Photograph by Martin Godwin for The Guardian.

The Santler - haz buggy whip holder

1899Horsey Horseless, early American-made automobile. Illustration from TIME magazine online, http://content.time.com/time/specials/2007/article/0,28804,1658545_1657686,00.html

1930

1836

St. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn33toward good structure

Mapped intentionsAn Elephant Path from the back cover of Jan-Dirk van der Burgs book Olifantenpaadjeshttp://www.amazon.com/Desire-Lines-Olifantenpaadjes-Jan-Dirk-Burg/dp/908176070X11

Mapped intentionsDesire Lines in Detriot by Sweet Juniperhttp://www.sweet-juniper.com/2009/06/streets-with-no-name.html

Alfred Korzybski

the map is not the territory, BUT If correct, it has a similar structure which accounts for its usefulness

Business requirements document

40

Performance Continuum

41

ServiceAcquire

42

EITHER / OR

43

YET

44

Acquire

ServiceOptimizeInnovateNowFutureEngagementConversion

ServiceAcquireTRUTHINTENTION

ServiceAcquire

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48

INTENT

STRUCTURE

Photo of Richard Saul Wurman for LOOK Magazine by Joel Baldwin1971Richard Saul WurmanThe classic, pervasive seduction to designers has been to find a solution instead of the truth

http://99percentinvisible.org/episode/u-t-b-a-p-h/

Mapped intentions

Photo of Zen Garden at the Richard and Hellen DeVos Japanese Garden by Dan KlynARRANGE FOR MEANING22

1989From a special issue of Design Quarterly titled Hats, by Richard Saul Wurman

63

1989From the first edition of Information Anxiety, by Richard Saul Wurman

Change In ArRangementchange In meaning

A captivating experience.News brings the beautiful editorial layouts and typography of print to the screen. Enjoy interactive and engaging stories, rich with photo galleries, videos, and animation. Content is optimized for both iPhone and iPad, so youll have a great reading experience no matter which device youre using.ChangeD ArRangement =changed EXPERIENCE

The Structural Integrity of Meaning Across Contexts- Jorge Arango

1972Analysis of all of the words on advertising billboard signs along the Las Vegas strip in 1969, in Learning From Las Vegas , Venturi, Scott Brown and Izenour, Published by MIT Press, Cambridge

STRUCTUREINTENT

MEANING

DUMB MODELSPromotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander33

2001

RHETORICAL > PICTORIAL

shoppingshoppingquotingrentalsquotingrequestingcustomrentalsusus

custom

CONCEPTUAL models

1972From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972APPROACH METAPHOR

1959Michigan State Medical Society Building -- Minoru Yamasaki 1959Photo by Dan Klyn

1959Drawing of Michigan State Medical Society Building -- Minoru Yamasaki 1959 by Michael Nkamp http://mkn-design.com

https://www.behance.net/gallery/19232419/Midcentury-Modern-Homes-Collection

DUCK

Integral Ornament Innovative Revolutionary Original Pretty All AroundAdvanced Technology Looks Expensive Interesting Heroic

DUCK-LIKE MODELDepends on Clarity Amplifies MeaningCan Become a Joke When Shrunk

1972From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972

1950*Photograph by Bruce Walker FAIA, * precise date of project is unknown.

Applied OrnamentEvocativeEvolutionaryOrdinaryConventionalPretty In FrontInconsistentLooks CheapBoring ExpedientDecoratED Shed

DECORATED SHED LIKE MODELLess Risky DuckIncreased Dependence on ContextIncreased Dependence on Excellence in Implementationand Maintenance

150x/day40hrs/moPhoto by David Peter Simon

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INTENT

MEANING

STRUCTURE

MAPArrange MODELDesk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA. Photo by Dan Klyn

CLEARgo backward from the problem to whats true( be dumb )

WHOLEnot things, patterns

not objects, ecosystems.

Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

THANKyou@undrstndnghttp://understandinggroup.com