By Ralf Beuker, with collaboration from Justin Perkins
As you might see in a few magazines and blogs, the term “Design Thinking,” is a new approach to decision making and problem solving, usually applied to management theory. While I will not bother you with the details of this stream of thinking (you can read more about this here, here and here), I’d like to share some thoughts about the link between design, decision making, communications, and a stunning flash video making a bold statement about the US engagement in the Iraq Conflict.
In contrast to business decisions that are often mainly seeking the single best decision or solution, as in solving a puzzle, it’s in the nature of design problems that there are many ways to deal with a problem and there are accordingly many appropriate solutions, even if they're paradoxical. So what feels comfortable for a designer might feel quite uncomfortable for the often singular approach of a business manager, or maybe even your President, Mr. George Bush. So instead of Rushing into Iraq, Getting rid of Saddam, Installing Democracy, Rushing out, what would our inner designer--the one who looks at context, complexity, communication and the way in which networks of people operate-- have done?
While your subconscious is thinking of an answer, let's return to a more relevant context. Specifically the context of creating a powerful message in the online world that is full of people linked by digital networks. What would thinking and acting more like designers and less like analytical business managers mean in the context of nonprofit online communications?
Well, for starters, let's move beyond html email messages and investigate some video. In this nonlinear, complex and stirring flash video, "We Will Not be Silenced," created by Tol23.com, the foreboding and driving industrial music of DJ Paul Edge pulses like an oncoming tank in the background while powerful and often contrasting images and typography sync to almost every word of the inspiring voice-over that harkens back to speeches delivered by Martin Luther King Jr. Seeing and hearing the words simultaneously makes a deeper impact than either element would alone.
Here's the intentional paradox in the design: despite the video's message of non-violence, it's arguably a violent piece in its pulse, imagery and overall delivery. It is the disjointed imagery, sound and message, in addition to its lack of linearity or symmetry, that creates tension and evokes an emotional response. A laugh track behind the photo of a family that has lost its father to the war?
The video evokes a response we rarely, if ever, will experience from an image or text alone, or even from the typical cause-marketing commercial, which usually only appeals to the left brain and often seems too canned and disgenuine to take seriously. Sara McClaclan's "World on Fire" is another brilliant example of this alternative and paradoxical approach, both in design and message delivery, as well as the fact that a world-class musician made a rock video with only $15 instead of $150,000.
Now let's talk implementation for nonprofit communications. Remember the mention above about understanding context, complexity, communication and the way in which networks of people operate? Moveon.org hit the sweet spot of this combination in their Bush in 30 Seconds campaign. FUH2 nailed it with their "tribute" to the Hummer. If you have a network of people interested in your cause, and you're tired of asking for money, and they're tired of being asked, you'll probably get a better result and grow your supporter base if you involve your network in creative ways such as a user-generated video or photography contest.
And the last mention of paradox in this piece comes from the collaborative concepts of design management theory: organizations will have to deal with giving up control of the message if they want a better chance of a message going viral.
Since early 2003, Ralf Beuker has been writing columns for his Weblog: Vol. 2: design-management.de, one of the first blogs worldwide dedicated to the field of “design, management and business issues around design management,” attracting an average of more than 20,000 visitors a month from all over the world. Ralf’s professional background is based on consulting in the areas of strategy, design management research as well as technological innovation. He is a lecturer at the leading post-graduate design management programs in the UK, Switzerland, the Netherlands, and Germany. In current projects Ralf advises companies on how to enhance corporate communication by blogging, podcasting and community sharing. You can contact him at: ralf@design-management.de.
To read more about viral videos, check out Dillon's post on the Care2 blog.
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