"Post-structuralism’s emphasis on the openness of meaning has been incorporated by many designers into a romantic theory of self-expression: as the argument goes, because significance is not fixed in material forms, designers and readers share in the spontaneous creation of meaning."
"Like most brands, their story is not about the experience of the product. It’s about the philosophy or history of their company. It’s about the relationship of consumers to the product. We were always looking for the “leveragable insight” or the “gleaming detail” that could tell the story. Something simple like the fact that the ignition is on the left in a Porsche. This points to the racing heritage. In the old days drivers started the race outside the car. So when the gun went off, Porsche decided it would be faster to put the ignition on the left. Turns out they were right. This became one of the operating metaphors for the brand. That’s just one of many examples."