Inspired by the horrible

Adam Tinworth
Adam Tinworth

Negative creative inspiration at work:

Picking holes in things is part of Newson’s creative process. “One of my biggest sources of inspiration as a designer is basically looking at things and hating them,” he says, good-naturedly. “I have other designer friends who feel the same way, like [Apple’s senior vice president of design] Jony Ive. We’re always sitting there going, ‘God, that’s horrible, that’s so s—‘ . Sitting there, ranting about what we hate. And it sounds really negative but actually it’s sort of not – because if everything was great, then we wouldn’t have a job.”

Lots of interest in Marc Newson today. Can’t think why.


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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.