The end of an era

My very good friend Emma Jackson just started her own blog and despite having put it off for a little while as she decided on the most appropriate forum to share her observations and musings (as she put it), she has hit the ground running with an interesting perspective on the importance of usability and data in the eyes of an artist.

Emma probably wouldn’t call herself an artist, but she holds the virtues of artistry above all else in a way that only an artist could. So to hear her profess an obsession for findability and usability and to accept its rightful place in the world of storytelling is an amazing sight.

She didn’t think I’d read her blog (I’m the boss she keeps mentioning) … but I did… and I’m going to try to start a conversation with her here:

Peter Drucker said:

“The aim of marketing is to make selling superfluous. It is to know and understand the customer so well that the product or service fits him and sells itself.”

In the context of interactive marketing, this means that we not only know how to be targetted and emotive, but that we know enough about the preferences and lifestyle of the people that we need to reach that we are able to remove any obstacles that might distract them from experiencing the “emotive and art-for-the-sake-of-art design … that makes you gasp, that communicates, that transcends barriers and informs one in a way that is beyond articulation” (as Emma so eloquently put it).

Usability and findability shouldn’t be visible to anyone but the experts, who either give a knowing nod of approval when it’s been done right, or who go on countless rants on blogs and in tweets heard round the world when it hasn’t. It should fade into the background superfluously (is that a word?) so that people don’t remember how many clicks it took, what version of their media player it took to run the content, or where they first heard the idea…

Welcome to the blogosphere Emma. It’s better for your being here.

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