What is the nature of the relationship between a well-designed product and the person who uses it?
When I was a teenager, I served as an interpreter between Charles Eames and my father. Charles used to talk about the “guest-host relationship.” You, as a designer or a salesperson, are the host, and your customer is your guest. You have to think about how your guest will perceive whatever you’re offering him. You don’t try to please your guest because you want to sell him something. You try to please him because he’s your guest. You serve him because you respect him. That is the Eames alternative to marketing. If you’re marketing something, it means that you’re thinking in terms of abstract groups — young people, or women, or Europeans. You inevitably miss the point that way. Your salesmanship turns into sloganeering and lies. I don’t understand marketing, and I don’t want to understand it. I want to delight people. Charles Eames admired Buckminster Fuller, and Eames would often ask, “What would Bucky say about this design?” That’s the trick: to see whatever you offer through the eye
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