Brian Collins: 101 Design Rules
Brian Collins sketches to unpack his ideas, and we’re here for it.
When you walk into Brian Collins’s namesake New York City studio, you’ll notice fresh stacks of paper and pens on the tables. It’s the kind of place that invites sketching out ideas, like that image above. Is that art of the most abstract nature? Nope, that’s the solution Brian drew when I asked him why a $100 billion company is so bad at storytelling and how they might fix their problem. While I can’t share the specifics, I can say Brian nailed the answer....can't you tell? (If only the corporate execs had listened...) And he did it with just pen, paper, and his brilliant mind sharpened over the years from leading rebrands for the likes of Spotify, Chobani, and Twitch.
Brian always has a smart, thoughtful answer, no matter your question. Now he’s shared some of his most insightful, provocative thoughts in a list of 101 design rules. Here are five we found particularly delicious.
No. 31
Never be boring. Be ridiculous. Absurd. But never be boring. (Yes, this rule will get you in trouble.)
No. 45
Separate talkers from doers. For someone to score an interview, I suggest a good book — on anything — to read in advance. “After you finish it, call me, and we’ll schedule some time.” 90% drop off. There are exceptions, but I hire from the remaining 10%.
No. 72
All ideas are bad ideas. They only become good through craft and love.
No. 86
When you submit a fee for your work, someone will always ask, “Is this negotiable?” Answer with this: “Yes. Up.”
No. 101
Design is not what we make. Design is what we make possible.
