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Strategy & Structure: doing it right and how you'd know | Dan Klyn #IIAS15

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Text of Strategy & Structure: doing it right and how you'd know | Dan Klyn #IIAS15

  • &STRUCTUREDoing 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 INTENT

    Jared Spool

  • Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor Trance88

    1989

    $111,000,000

  • Steelcase Corporate Development Center in Gaines Township, Michigan

    2015

    $2,800,000Photo by Dan Klyn

  • With kind permission of John Auchter, Originally published in the Grand 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

  • Basilica San Petronio, BolognaPhoto by Dan Klyn

    1388

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

    Trent Reznor

  • A PLACE MADE OFINFORMATION

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

    1955

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

    1963

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

  • 1963

    Sculptured House by Charles Deaton, photos by user digijeff on Flickr

    I WANTED THE SHAPE OF IT TO SING AN UNENCUMBERED SONG

  • 1962

  • 1962

    West elevation blueprint drawing of TWA Flight Center at JFK Airport in New York City by Eero Saaranen

    ALWAYS 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 Saaranen

    1962

  • https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa

    19631962

  • WHAT IS GOOD

    STRUCTURE?

    1424

    Photo by Dan Klyn

  • TACTICS

    Photo by Dan Klyn

  • STRATEGY

  • Richard Saul Wurman Photograph by Melissa Mahoney

    THERE IS NO RIGHT WAY

    Richard Saul Wurman

  • Richard Saul Wurman Photograph by Melissa Mahoney

    Richard Saul Wurman

  • 1894

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

  • 1899

    Horsey 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

  • St. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn33TOWARD GOOD STRUCTURE

  • MAPPED INTENTIONS

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

    11

  • MAPPED INTENTIONS

    Desire 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

  • PERFORMANCE CONTINUUM

  • Service Acquire

  • EITHER / OR

  • YET

  • Acquire Service

    Optimize Innovate

    Now Future

    Engagement Conversion

  • Ser

    vice

    TRUTH

    INTENTION

  • Service Acquire

  • INTENT

    STRUCTURE

  • Photo of Richard Saul Wurman for LOOK Magazine by Joel Baldwin

    1971

    Richard Saul Wurman

    THE 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 Klyn

    ARRANGE FOR MEANING 22

  • 1989

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

  • 1989

    From 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

  • 1972

    Analysis 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

  • STRUCTURE

    INTENTMEANING

  • DUMB MODELS

    Promotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander

    33

  • RHETORICAL > PICTORIAL

  • shopping shopping

    quoting

    rentals

    quoting

    requesting

    customrentals

    us

    us

    custom

    CONCEPTUAL MODELS

  • 1972

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

    APPROACH METAPHOR

  • 1959

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

  • 1959

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

  • DUCK

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

  • DUCK-LIKE MODEL

    Depends on Clarity

    Amplifies Meaning

    Can Become a Joke When Shrunk

  • 1972

    From 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 Expedient

    DECORATED SHED

  • DECORATED SHED LIKE MODEL

    Less Risky Duck Increased Dependence on Context Increased Dependence on

    Excellence in Implementationand Maintenance

  • 150X/DAY40HRS/MO

    Photo by David Peter Simon

  • INTENTMEANING

    STRUCTURE

  • MAPARRANGE

    MODELDesk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA.

    Photo by Dan Klyn

  • CLEAR( be dumb )

  • WHOLEnot things, patterns

    not objects, ecosystems.

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

    [email protected]://understandinggroup.com

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