Tag: Art

The Trojan Horse: How Marketers, Retailers, and Artists Conceal Their True Intents

Reading Time: 11 minutes

“Image: The Trojan Horse. Your guile is hidden inside a magnificent gift that proves irresistible to your opponent. The walls open. Once inside, wreak havoc.”
— Robert Greene, The 48 Laws of Power

***

The Basics

The story of the Trojan Horse is perhaps the most famous of all the Greek myths.

The Trojan War had been going on for a decade, with no end in sight and many Greek heroes dying, when Odysseus came up with an idea that won the war for the Greeks.

Because the Trojans considered horses to be sacred, the Greeks built a large, hollow wooden horse. To make it even more irresistible, they used wood from Cornel trees (also sacred) to construct it. Odysseus and a group of men hid inside while the rest of the Greek army pretended to leave the area, destroying their camp and boarding their ships.

After some debate as to whether the Greeks could be trusted, the Trojans dragged the giant horse inside the walls of the city. The end of the ten-year siege was a huge relief to the people of Troy, who spent the night celebrating.

By midnight, everyone was in a drunken stupor. Odysseus then acted, signaling to the Greek fleet to return and leading his men out of the Trojan Horse to kill the unsuspecting guards and open the doors. The Greeks then had access to the city. They massacred the Trojans, keeping a few alive as slaves. Some of the soldiers traveled further afield, forming settlements which are supposed to have led to the creation of Rome.

Ancient Greeks saw this myth as factual, with the events occurring between 1300–1200 BC in the area near Dardanelles.

There is some archeological evidence for the existence of Troy, although most historians now accept that the story is mythological. There is probably still some basis in actual events, as sieges were common during that era.

Myth or not, the fact that the story of the Trojan Horse has survived for over 3,000 years indicates its power and utility as a mental model.

Why, exactly, has this particular story retained its grip on our imagination for so long?

We can only speculate as to why. Perhaps the answer lies in the fact that the Trojan Horse is not just a story. It’s also a parable, a metaphor, an invitation to be ingenious, an example of out-of-the-box thinking.

Reading it has sparked so many ideas for so many people. It is at once practical and bizarre.

Using it as a mental model, we can apply the Trojan Horse story to an array of disciplines and situations. As a concept, it can be used for both good and evil.

The Trojan Horse in Marketing and Business

We live in an era when we are all besieged by marketing messages every moment of the day. Like the Trojans hiding in their city, we have learned to shut these messages out — we use advertisement blockers, throw away junk mail unopened, ignore billboards, and filter out spam emails.

In order to gain our attention, marketers often use a technique similar to the Trojan Horse. They offer people an apparent gift — a free ebook, a discount card, a sample. Only once this item has been enjoyed can its real purpose can be enacted.

A good heuristic when things seem too good to be true is to just forget about them.

Many marketing lessons can be found in the original myth.

The Greeks chose a form which appealed to their targets, using a sacred creature and type of wood. Likewise, marketers must fit their gift to the audience, making it appealing to their basic interests. The Greeks used innovative thinking, inventing a tactic which was new and therefore unexpected. If they had tried the same thing again, it would have had no effect.

Once a marketing technique is recognizable, its impact wanes. No one is going to click on a “5 ways to kill belly fat” pop-up anymore, or fall for an email from a Nigerian prince telling you just how much money you left there, or enjoy a free executable file that will clean your computer. These ruses are now well known and we ignore them. But when these techniques were new and unfamiliar, huge numbers of people were attracted by the offers.

Some examples of Trojan Horse marketing include:

  • Offering the first chapter of a book for free to people who join an email list — Having read the chapter and received more emails which connect them to the author, people are more likely to buy the full book than they would have been if they had only seen an advert.
  • Creating free high-quality blog content for an audience to enjoy — Once people are interested in the blogger’s voice and expertise, the marketing can begin. Many people will at some point want to support the person whose work they have been consuming for free. This support might include buying courses, books, or consulting services or donating to a Patreon page. We developed the learning community as not only a bunch of extras for people but also a means to support the free content we provide.
  • Writing a book detailing an expert’s specialized knowledge — While sales of the book are often not high, having it published benefits the expert’s business. For example, Ryan Holiday has stated that his books have led to more income from speaking and consulting than from actual book sales.
  • Making the most income from revenue streams which do not appear to be the main objective of a business — For example, high-fashion brands often make more money from perfume than from clothing, cinemas rely on sales of popcorn and drinks, and some restaurants profit predominantly from sales of alcohol.
  • Creating viral branded content which people share and engage with due to its being interesting and often amusing — For example, just try to watch the Android “Friends Furever” video without forwarding it to at least one person. The adorable video wraps up a marketing message, making people more likely to pay attention to it.

In his book Permission Marketing, Seth Godin discusses the idea under a different name. When you let people into your inbox, you’re letting people into your city. They might be there for good or bad reasons; it’s hard to know in advance. In a blog post, Godin explains how the concept works:

Permission marketing is the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious…

Real permission works like this: if you stop showing up, people complain, they ask where you went…

Permission is like dating. You do not start by asking for the sale at first impression. You earn the right, over time, bit by bit…

In order to get permission, you make a promise. You say, “I will do x, y and z, I hope you will give me permission by listening.” And then, this is the hard part, that’s all you do. You do not assume you can do more. You do not sell the list or rent the list or demand more attention…

In the book, Godin explains how Amazon has used permission marketing to build an empire:

Using permission, Amazon can fundamentally reconfigure the entire book industry, disintermediating and combining every step of the chain until there are only two: the writer and Amazon … Amazon appears to be building a permission asset, not a brand asset.

Amazon began by offering cheap books. Once people fell for that initial Trojan Horse, Amazon offered them other products and gradually captured more and more of their online spending. Services such as Prime, Echo, and Kindle are contained within the Trojan Horse — that first cheap purchase someone makes.

Just as the Greeks invested effort into building the horse, Amazon has invested millions in technology and infrastructure. This is the essence of Trojan Horse marketing: offering a gift (with Amazon, this includes free trials, discounts, and generally low costs for popular items) and then upselling and upselling and upselling.

On the topic of Amazon Prime, John Warrillow writes:

Like many subscription models, Amazon Prime is a Trojan horse that is expanding the list of products consumers are willing to buy from Amazon and giving the eggheads in Seattle a mountain of customer data to sift through.

The Trojan Horse and the Benjamin Franklin Effect

Let’s say there is a person who dislikes you — a lot. It’s fine; this happens to all of us.

But what if you need to form an allegiance with this person? Or maybe they don’t dislike you, they just don’t know you. Either way, you need to build a relationship with them.

What should you do? Ask them out for coffee, offer a gift, ask someone for an email introduction?

One solution is to utilize the Benjamin Franklin effect, essentially a sort of Trojan Horse approach to building relationships.

The Benjamin Franklin effect is a psychological phenomenon in which we begin to like people we have done favors for. Essentially, the initial favor is the Trojan Horse, containing within it a relationship. Franklin’s original story, told in his autobiography, details how he used this during his time as a legislator:

Having heard that he [a rival who disliked Franklin] had in his library a certain very scarce and curious book, I wrote a note to him, expressing my desire of perusing that book, and requesting he would do me the favour of lending it to me for a few days. He sent it immediately, and I return’d it in about a week with another note, expressing strongly my sense of the favour.

When we next met in the House, he spoke to me (which he had never done before), and with great civility; and he ever after manifested a readiness to serve me on all occasions, so that we became great friends, and our friendship continued to his death.

We can use Franklin’s technique as a Trojan Horse to gain the respect, friendship, and cooperation of other people.

Asking someone for a favor indicates that we already respect them and consider them to have something we lack — a form of flattery which serves as the gift. Once they have accepted this and performed the favor, it can be leveraged.

Examples of the conjunction between the Benjamin Franklin effect and the Trojan Horse include:

  • Salesmen use the foot-in-the-door technique. This involves making a small request (for example, filling in a survey), then trying to sell you something.
  • If someone you know has a particular area of expertise, try texting or emailing them (rather than Googling it) whenever you have a related question. One Reddit user on r/LifeProTips recommends texting your mother simple questions on a regular basis to strengthen the relationship. Doing so indicates to people that we consider them knowledgeable, making them more likely to respond to larger requests.

Robert Greene also recommends a number of Trojan Horse–style tactics in The 48 Laws of Power, concealing true intentions within a facade and using specific behavior to achieve goals.

Use selective honesty and judgment to disarm … One sincere and honest move will cover over dozens of dishonest ones. Open-hearted gestures of honesty and generosity bring down the guard of even the most suspicious people. Once your selective honesty opens a hole in their armor, you can deceive and manipulate them at will. A timely gift—a Trojan horse—will serve the same purpose.

In The 33 Strategies of War, Greene returns to the same analogy:

[B]efriend your enemies, worming your way into their hearts and minds. As your targets’ friend, you will naturally learn their needs and insecurities, the soft interior they try so hard to hide. The guard will come down with a friend. And even later on, when you play out your treacherous intentions, the lingering resonance of your friendship will still confuse them, letting you keep on manipulating them by toying with their emotions or pushing them into overreactions. For a more immediate effect, you can try a sudden act of kindness and generosity that gets people to lower their defenses—the Trojan Horse strategy. …

When confronted by something difficult or thorny, do not be distracted or discouraged by its formidable outer appearance; think your way into the soft core, the center from which the problem blossoms… Knowing the problem’s core gives you great power to change it from the inside out. Your first thought must always be to infiltrate the center… never to whale away at the periphery or just pound at the walls.

How Artists Change Your Mind

Botticelli primavera

Many artists (a term used here to denote anyone who creates something, not just those who paint canvases) have used their work to conceal important agendas.

The Beatles, Bob Dylan, and Conor Oberst wrap political and social messages within beautiful music.

Bloggers such as Seth Godin and James Altucher envelop key life lessons and paradigm-altering concepts within humorous anecdotes and metaphors. The women who embroidered the Bayeux Tapestry added their own subtle views to the panoramas of war and victory.

Companies such as Toms, Ben & Jerry, and Lush use the popularity of their products to fund real change. Johannes Vermeer’s most serene paintings tell complex, taboo narratives.

Botticelli’s La Primavera (above) is actually an exploration of his interest in horticulture, not a study of human figures.

Consider Gatsby, throwing lavish parties with the sole purpose of attracting Daisy back to him. This is the essence of much of art — an attractive and appealing exterior conceals the true purpose.

People use whatever means are available to them to express their views and attitudes. Sometimes this is intentional; sometimes the Trojan Horse is built unconsciously. The purpose is to get a message across in a form which is palatable to people.

Few of us enjoy or engage with straightforward expressions of a particular agenda. But when it comes in an interesting form, we pull the wooden horse within the city walls with glee. Just as with marketing messages, we have become desensitized to these sorts of messages. Artists must now use ingenuity and creativity to spread their ideas.

As Walter Hamady writes:

The book as a structure is the Trojan horse of art — it is not feared by average people. It is a familiar form in the world, and average people will take it from you and examine it whereas a painting, poem, sculpture, or print they will not.

This concept of art as a Trojan Horse is extremely important.

Farnam Street itself serves as a Trojan Horse. Our intention is to spread an appreciation of the importance of clear thinking, lifelong learning, making good decisions and living a meaningful life.

If upon your first visit to this site, you had found nothing but a list of instructions, the chances are high that you would have ignored it and never returned. Through the use of stories, analogies and careful explorations of important ideas, this agenda has reached and inspired many people. When you read a post about a military tactic or the life of a historic figure, the purpose is not the narrative alone. It is about much more than that — a way of changing how people think.

In Contagious, Jonah Berger explains the power of stories as a Trojan Horse:

People don’t just share information, they tell stories. But just like the epic tale of the Trojan Horse, stories are vessels that carry things such as morals and lessons. Information travels under the guise of what seems like idle chatter. So, we need to build our own Trojan horses, embedding our products and ideas in stories that people want to tell… we need to make our message so integral to the narrative that people can’t tell the story without it.

Francis T. Marchese also advocates the Trojan Horse approach to art:

The Trojan Horse is an artifact that possesses a host of hidden agendas. Rather than presenting a one-off manifestation, the Trojan Horse offers many platoons, capable of strategically addressing the wider culture, pointing to replicable solutions through demonstration. Thus, an artwork acting like a Trojan Horse can contain the seeds of multiple strategic outcomes.

In short, when we want to spread an idea or spark change, we would do well to learn from the ancient Greeks.

People have strong defenses against anything which challenges their worldviews. By packaging it in a format which appeals to them, we can pass on meaning. Artists, marketers, and politicians (among others) have long realized the importance of this approach. It is a means of injecting our ideas, both good and bad, into people’s worlds through an apparent gift.

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Footnotes
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    Trojan Horse Image via PBS.

Is Human Progress Real or An Illusion?

Reading Time: 7 minutes

Against the historical backdrop of nations, morals and religions that rise and fall, “the idea of progress finds itself in dubious shape”, according to Will and Ariel Durant in their amazing book The Lessons of History. Allow me to explain.

The core idea of their work is that man’s nature hasn’t changed all that much throughout history. Technical advances remain but must be “written off as merely new means of achieving old ends— the acquisition of goods, the pursuit of one sex by the other (or by the same), the overcoming of competition, the fighting of wars.”

Science has no morals, it can heal as well as kill. Science can build and, more easily, destroy. The Francis Bacon motto that “Knowledge is power,” doesn’t fully explain the situation. Power rests in the hands of humans – it is our nature that drives the ends to which we wield it.

Sometimes we feel that the Middle Ages and the Renaissance, which stressed mythology and art rather than science and power, may have been wiser than we, who repeatedly enlarge our instrumentalities without improving our purposes.

The Durants make an interesting argument that our comforts and conveniences, largely the result of technological progress, have “weakened our physical stamina and our moral fibre.”

We have immensely developed our means of locomotion, but some of us use them to facilitate crime and to kill our fellow men or ourselves. We double, triple, centuple our speed, but we shatter our nerves in the process, and are the same trousered apes at two thousand miles an hour as when we had legs. We applaud the cures and incisions of modern medicine if they bring no side effects worse than the malady; we appreciate the assiduity of our physicians in their mad race with the resilience of microbes and the inventiveness of disease; we are grateful for the added years that medical science gives us if they are not a burdensome prolongation of illness, disability, and gloom. We have multiplied a hundred times our ability to learn and report the events of the day and the planet, but at times we envy our ancestors, whose peace was only gently disturbed by the news of their village. We have laudably bettered the conditions of life for skilled workingmen and the middle class, but we have allowed our cities to fester with dark ghettos and slimy slums.

History affords us the opportunity to draw any conclusion we wish.

History is so indifferently rich that a case for almost any conclusion from it can be made by a selection of instances. Choosing our evidence with a brighter bias, we might evolve some more comforting reflections.

So we must first define progress.

If it means increase in happiness its case is lost almost at first sight. Our capacity for fretting is endless, and no matter how many difficulties we surmount, how many ideals we realize, we shall always find an excuse for being magnificently miserable; there is a stealthy pleasure in rejecting mankind or the universe as unworthy of our approval. It seems silly to define progress in terms that would make the average child a higher, more advanced product of life than the adult or the sage— for certainly the child is the happiest of the three. Is a more objective definition possible? We shall here define progress as the increasing control of the environment by life. It is a test that may hold for the lowliest organism as well as for man.

At any point in time some nations are progressing and some are regressing. Adding even more nuance, nations and people may advance in one area and recede in another.

America is now progressing in technology and receding in the graphic arts. If we find that the type of genius prevalent in young countries like America and Australia tends to the practical, inventive, scientific, executive kinds rather than to the painter of pictures or poems, the carver of statues or words, we must understand that each age and place needs and elicits some types of ability rather than others in its pursuit of environmental control. We should not compare the work of one land and time with the winnowed best of all the collected past. Our problem is whether the average man has increased his ability to control the conditions of his life.

The unhappiness of undertakers as a measure of progress.

The lowliest strata in civilized states may still differ only slightly from barbarians, but above those levels thousands, millions have reached mental and moral levels rarely found among primitive men. Under the complex strains of city life we sometimes take imaginative refuge in the supposed simplicity of pre-civilized ways; but in our less romantic moments we know that this is a flight reaction from our actual tasks, and that the idolizing of savages, like many other young moods, is an impatient expression of adolescent maladaptation, of conscious ability not yet matured and comfortably placed. The “friendly and flowing savage” would be delightful but for his scalpel, his insects, and his dirt. A study of surviving primitive tribes reveals their high rate of infantile mortality, their short tenure of life, their lesser stamina and speed, their greater susceptibility to disease. If the prolongation of life indicates better control of the environment, then the tables of mortality proclaim the advance of man, for longevity in European and American whites has tripled in the last three centuries. Some time ago a convention of morticians discussed the danger threatening their industry from the increasing tardiness of men in keeping their rendezvous with death. But if undertakers are miserable progress is real.

It is no trivial achievement that famine has almost been eliminated and many of the viruses that killed millions worry us not. And yet the probability is that our civilization will die. As Frederick asked his retreating troops at Kolin, “Would you live forever?”

Perhaps it is desirable that life should take fresh forms, that new civilizations and centers should have their turn. Meanwhile the effort to meet the challenge of the rising East may reinvigorate the West.

But great civilizations do not entirely die, they leave fragments. These fragments are the connective tissues that bind us together.

Some precious achievements have survived all the vicissitudes of rising and falling states: the making of fire and light, of the wheel and other basic tools; language, writing, art, and song; agriculture, the family, and parental care; social organization, morality, and charity; and the use of teaching to transmit the lore of the family and the race. These are the elements of civilization, and they have been tenaciously maintained through the perilous passage from one civilization to the next. They are the connective tissue of human history.

If education is the transmission of civilization, we are unquestionably progressing. Civilization is not inherited; it has to be learned and earned by each generation anew; if the transmission should be interrupted for one century, civilization would die, and we should be savages again. So our finest contemporary achievement is our unprecedented expenditure of wealth and toil in the provision of higher education for all.

This calls into question the role of education.

None but a child will complain that our teachers have not yet eradicated the errors and superstitions of ten thousand years. The great experiment has just begun, and it may yet be defeated by the high birth rate of unwilling or indoctrinated ignorance. But what would be the full fruitage of instruction if every child should be schooled till at least his twentieth year, and should find free access to the universities, libraries, and museums that harbor and offer the intellectual and artistic treasures of the race? Consider education not as the painful accumulation of facts and dates and reigns, nor merely the necessary preparation of the individual to earn his keep in the world, but as the transmission of our mental, moral, technical, and aesthetic heritage as fully as possible to as many as possible, for the enlargement of man’s understanding, control, embellishment, and enjoyment of life.

The fragments we transmit to the current generation are richer than ever before. We stand on the shoulders of those that have come before us and in assuming the new height, we attempt to allow others to stand on our shoulders. If we see farther, it is because of this.

If progress is real despite our whining, it is not because we are born any healthier, better, or wiser than infants were in the past, but because we are born to a richer heritage, born on a higher level of that pedestal which the accumulation of knowledge and art raises as the ground and support of our being. The heritage rises, and man rises in proportion as he receives it.

History is, above all else, the creation and recording of that heritage; progress is its increasing abundance, preservation, transmission, and use. To those of us who study history not merely as a warning reminder of man’s follies and crimes, but also as an encouraging remembrance of generative souls, the past ceases to be a depressing chamber of horrors; it becomes a celestial city, a spacious country of the mind, wherein a thousand saints, statesmen, inventors, scientists, poets, artists, musicians, lovers, and philosophers still live and speak, teach and carve and sing. The historian will not mourn because he can see no meaning in human existence except that which man puts into it; let it be our pride that we ourselves may put meaning into our lives, and sometimes a significance that transcends death. If a man is fortunate he will, before he dies, gather up as much as he can of his civilized heritage and transmit it to his children. And to his final breath he will be grateful for this inexhaustible legacy, knowing that it is our nourishing mother and our lasting life.

If you liked this post, you’ll love these two:

The Three Lessons of Biological History — Human history is a fragment of biological history. If we are to learn enduring lessons it is best to go back in time.

What History Teaches us about The Concentration of Wealth — Assuming practical ability differs amongst people, the majority of whatever society values will always rest with the minority of men.

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Agnes Martin on The Secret of Happiness

Reading Time: 2 minutes

“The best things in life happen to you when you’re alone.”

***

Agnes Martin was a famous abstract painter and minimalist.

In this short interview with Chuck Smith and Sono Kuwayama from her studio in 1997, the 85-year-old Martin shares the secret of happiness, and some wisdom on solitude.

On happiness …

There are so many people who don’t know what they want. And I think that, in this world, that’s the only thing you have to know — exactly what you want. … That’s the way to be happy.

Later in the interview she turns the table and asks Smith if he feels like he’s doing what he was born to do. When he responds in the affirmative, she replies “that’s the way to be happy.” (This runs counter Cal Newport’s stark opposition to not follow your passion.)

On the worst thing to think about — you:

The worst thing you can think about when you’re working is yourself. … (because when you do) you make mistakes.

Another interesting part of the interview is when she responds to the question on how she feels when the painting is done. She fails to let herself decide right away … instead she waits.

Once the painting is done … I ask if it was a good painting. But I also wait three days before I decide.

While we’re not advocates of the stop-thinking approach, there are opposing ends of the spectrum and thinking too much or even being too rational is not always the best way to live. Martin gave up meditation when she trained herself to stop thinking.

Before you train yourself to stop thinking … I don’t believe what the intellectuals put out. The intellectuals discover one fact and then another fact and then another and they say from all these facts we can deduce so-and-so. No good. That’s just a bad guess. Nothing can come but inaccuracy.

The last point is perhaps the most important. This one strikes at the heart of today’s culture and into the value of an empty mind — free from busyness and distractions. Martin believes that when you have an empty mind, you can see things when they come into it. Imagine the freedom of an empty mind — one not bound by to-do lists, meetings, work and the other muck we dump into it. When the mind is full our attention revolves around the meaningless. And yet attention is perhaps the most valuable thing we have.

I’m reminded of the words of W.H. Auden

“Choice of attention – to pay attention to this and ignore that – is to the inner life what choice of action is to the outer. In both cases, a man is responsible for his choice and must accept the consequences, whatever they may be.”

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Rendez-Vous with Art: The Pleasures and Pitfalls of Art

Reading Time: 4 minutes

The pleasures and pitfalls of art

Philippe de Montebello was the longest-serving Director of the Metropolitan Museum of Art in New York (1977-2008). Martin Gayford was an acclaimed art critic. Their book, Rendez-Vous with Art, is structured around the conversations they had in churches, museums, and art galleries around the world. It’s an intimate look into the pleasures and pitfalls of art.

Starting with a fragment that’s left of the face of an Egyptian woman who lived 3,000 years ago, de Montebello and Gayford’s book confronts the elusive questions: how and why do we look at art? That is a large subject we will leave you to explore, but there are two parts of this book we wish to draw your attention to.

WE CAN NEVER STEP IN THE SAME RIVER TWICE

“If,” they write, “we stand in front of a work of art twice, at least one party — the viewer or the object — will be transformed on the second occasion. Works of art mutate through time, albeit slowly, as they are cleaned or ‘conserved’, or as their constituent materials age.”

As far as the object, Van Gogh’s Irises and Roses collection comes to mind. Van Gogh employed bright pigments in a way that encouraged them to lose their vibrancy over time, anticipating “time will only soften them too much.” The contrast between the originals and those we witness today is stark — color like all living organisms fades over time.

But even more important than the physical evolution of pieces are the ones happening internal to us.

Gayford writes:

Inevitably, we all inhabit a world of dissolving perspectives and ever-shifting views. The present is always moving, so from that vantage point the past constantly changes in appearance. That is on the grand, historical scale; but the same is true of our personal encounters with art, from the day to day. You can stand in front of Velazquez’s Las Meninas a thousand times, and every time it will be different because you will be altered: tired or full of energy, or dissimilar from your previous self in a multitude of ways.

… Our idea was to make a book that was neither art history not art criticism but an experiment in shared appreciation. It is, in other words, an attempt to get at not history or theory but the actual experience of looking at art: what it feels like on a particular occasion, which is of course the only way any of us can ever look at anything.

This brings to mind the famous fragment of Heraclitus: “You cannot step in the same river twice.”

HOW TO LOOK AT ART

There is undeniably a curatorial aspect to art. De Montebello notes that contrast between addition and subtraction when it comes to selection.  He writes:

In Europe, one often has a sense that a selection has been made by paring down a lot of inherited dynastic objects or spoils of colonization or war. Then a curatorial mind has built on that base. In the USA, you start ab initio. American museums large and small tend to be encyclopedic, whether you are in Toledo, Minneapolis, or elsewhere, because they started from nothing, and from the premise that they’d like to buy a little bit of everything: a couple of Chinese things, a few medieval things, and so on.

While there are differences in what’s on display at American museums, de Montebello also alludes to the “sameness in their governing principles and the criteria used for acquisitions.” The great museums, he argues, “are organisms, constantly changing, and mainly expanding. The collections grow, move in new directions, and, on rare occasion, get sold off. The buildings are adapted and frequently enlarged.” A visit to a museum in itself is part of the learning process.

De Montebello writes:

I have found that when I have forced myself — often with the help of curators — to look at things about which I was indifferent or that even repelled me, I discovered that, with a little knowledge, what had been hidden from me became manifest. I’ll give you an example: for a long time I approached galleries of Greek vases with a sense of dread; whether black- or red-figured, the vases all looked alike to me. Museums were often culpable as they tended to show far too many. So I’d walk into one of those rooms, take one look and dash for the exit. But a curator at the Met, Joan Mertens, told me once to go to the vitrines where only fragments, or shards, were shown. She stood beside me and said, look at one of them as if it were a drawing on paper.

I found I was able to look at it this way, forgetting that it was a fragment of a vessel, a three-dimensional utilitarian object. I could focus on the drawing itself, the line, the composition, and how marvellous it was. But the epiphany came when I was able to put surface decoration and vessel shape together, and look at them as one. It is the only correct way, incidentally.

Fragments are a representation of the whole—to appreciate them we have to engage beyond the instant gratification we so often seek. It often takes us repressing our ego and asking for help to truly see a piece or an exhibit, much like an adult who takes classes to appreciate Shakespeare.

De Montebello concludes:

[O]ne can be taught, and needs to taught, how to look, how to push aside one’s prejudices, one’s overly hasty negative reactions. For me, it was a long learning process, and I have to imagine that for the majority of visitors it can’t be easy either. …  The appreciation of art requires an engagement that is wholly different from the instant gratification provided by most popular forms of popular culture, and museums have a responsibility to help visitors achieve this.

This strikes a familiar note, as we have often called Farnam Street “curated interestingness” for the very same reason: We feel it’s our job to help you find and appreciate the best wisdom the world has to offer.

***

Rendez-Vous with Art adds to our expanding library on art, sitting next to The Power of Art and The Story of Art.

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The Creative Process in 10 Acts

Reading Time: 2 minutes

“It’s good to understand that it’s all a process and it’s going to take you to a new place.
And I try to remind myself … to enjoy the process.”

***

In this short video, Tiffany Shlain, founder of the Webby Awards, offers creative process in ten acts based on her experience in film and art. Consider this an extension to Graham Wallace‘s model of the four stages of the creative process and how we gain creative insight.

1. The Hunch
Any project starts with a hunch, and you have to act on it. It’s a total risk because you’re just about to jump off a cliff, and you have to go for it if you believe in it.

2. Talk About It
Tell your family, tell your friends, tell your community … they’re the ones who are going to support you on this whole treacherous journey of the creative process, so involve them, engage them.

3. The Sponge
I’m going to tons of art shows, I’m watching a lot of movies, I’m reading voraciously. I’m asking questions … and I’m just sponging up ideas and trying to formulate my own idea about the subject.

4. Build
I love the word filmmaker because it has maker in it. My team and I are … building an armature — the architecture for the project.

5. Confusion
Dread. Heart of Darkness. Forest of fire, doubt, fear, every project has this stage for me. But as hard as it is — and it is really hard — any project always gets infinitely better after I’ve rumbled with all of my fears.

6. Just Step Away
Take a breather — literally just step away from the project. And I’ll build this into the schedule. Let it marinate — don’t look at it or think about it.

7. The Love Sandwich
To give constructive feedback, always snuggle it in love — because we’re only human, and we’re vulnerable … Set expectations for where you are in the project, then ask questions in a way that allows for the love sandwich: First, “What works for you?” Then, “What doesn’t work for you?” Then, “What works for you?” again. If you just ask people for feedback, they’ll go straight for the jugular.

8. The Premature Breakthroughlation
You’ll find in a project that you’ll have many small breakthroughs — and you have to celebrate those breakthroughs, because they’re ultimately going to lead to the big breakthrough, which will happen.

9. Revisit Your Notes
I always do this throughout the project, but especially during that last home stretch. Those late nights. Usually near a deadline. … I revisit all my notes and think back, and always find a clue — that missing link that brings it all home.

10. Know When You’re Done

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The Simplest Way to Achieve Simplicity is Through Thoughtful Reduction

Reading Time: 5 minutes

A close friend of mine argues that while we love the first part of Einstein’s quote, “Everything should be made as simple as possible,” we ignore the second part “but not simpler,” which is the essence of Occam’s Razor. This article is about how we can achieve simplicity through thoughtful reduction.

“Everything should be made as simple as possible, but not simpler.”

— Einstein

After a bit of reflection, on twitter, I wrote: “You don’t fully understand something until you can simplify it. But if all you do is simplify it, you don’t understand it.”

The complexity of “but not simpler” is where we struggle.

This is where our brain struggles and tries to avoid work. The struggle is where the real learning comes from.

We are pattern matching creatures — once we find a solution that works, we close our minds to alternative ideas.

A key element of simplicity and understanding is the thoughtful reduction of the unnecessary.

An inversion if you will. And yet one I wish more organizations would consider. While it’s counter-intuitive, subtraction is often more powerful than addition.

***

In The Laws of Simplicity, John Maeda writes:

The easiest way to simplify a system is to remove functionality. Today’s DVD, for instance, has too many buttons if all you want to do is play a movie. A solution could be to remove the buttons for Rewind, Forward, Eject, and so forth until only one button remains: Play.

But what if you want to replay a favorite scene? Or pause the movie while you take that all-important bathroom break? The fundamental question is, where’s the balance between simplicity and complexity?

Simplicity Through Thoughtful Reduction

On the one hand, you want a product or service to be easy to use; on the other hand you want it to do everything that a person might want it to do.

The process of reaching an ideal state of simplicity can be truly complex, so allow me to simplify it for you. The simplest way to achieve simplicity is through thoughtful reduction. When in doubt, just remove. But be careful of what you remove.

It’s not about removing for the sake of removing.

When it is possible to reduce a system’s functionality without significant penalty, true simplification is realized. When everything that can be removed is gone, a second battery of methods can be employed. I call these methods SHE: SHRINK, HIDE, EMBODY.

[…]

Simplicity is about the unexpected pleasure derived from what is likely to be insignificant and would otherwise go unnoticed.

***

If you’re short on time you can stop here. If you’re interested in SHE (Shrink, Hide, Embody) keep reading.

Size matters.

The smaller the object, the more forgiving we can be when it misbehaves.

Making things smaller doesn’t make them necessarily better, but when made so we tend to have a more forgiving attitude towards their existence. A larger-than-human-scale object demands its rightful respect, whereas a tiny object can be something that deserves our pity. When comparing a kitchen spoon to a construction bulldozer the larger scale of the vehicle instills fear, while the rounded utensil appears harmless and inconsequential. The bulldozer can run you over and end your life, but if the spoon were to fall on top of you, your life would likely be spared. Guns, mace cannisters, and little karate experts of course are the exception to this rule of “fear the large, endear the small.”

Technology is SHRINK-ing.

The computational power of a machine that sixty years ago weighed 60,000 pounds and occupied 1,800 square feet can now be packed onto a sliver of metal less than a tenth the size of the nail on your pinkie. Integrated circuit (IC) chip technology-commonly referred to as “computer chips”-allows far greater complexity at a much tinier scale. IC chips lie at the heart of the problem of complex devices today as they enable increasingly smaller devices to be created. A kitchen spoon and a mobile phone can share the exact same physical dimensions, yet the many IC’s embedded inside the phone make the device easily more complex than the bulldozer-so looks can be deceiving.

Thus while IC’s are a primary driver of complexity in modern day objects, they also enable the ability to shrink a frighteningly complex machine to the size of a cute little gumdrop. The smaller the object is, the lower the expectations; the more IC’s that are inside, the greater the power. In this age of wireless technology that connects the IC inside the phone with all the computers in the world, power has now become absolute. There is no turning back to the age when large objects were complex and small objects were simple.

[…]
Lessening the inevitable complicating blow of these technologies by way of SHRINK may seem like a form of deception, which it is. But anything that can make the medicine of complexity go down easier is a form of simplicity, even when it is an act of deceit.

SHE: HIDE

When all features that can be removed have been, and a product has been made slim, light, and thin, it’s time for the second method: HIDE the complexity through brute-force methods. A classical example of this technique is the Swiss army knife. Only the tool you wish to use is exposed, while the other blades and drivers are hidden.

[…]

Hiding complexity through ingenious mechanical doors or tiny display screens is an overt form of deception. If the deceit feels less like malevolence, more like magic, then hidden complexities become more of a treat than a nuisance. The ear-catching “click” when opening a Motorola Razr cell phone or the cinematic performance of an on-screen visual in Apple’s Mac OS X creates the satisfaction of owning the power to will complexity from simplicity. Thus complexity becomes a switch that the owner can choose to flip into action on their own terms, and not by their device’s will.

SHRINK-ing an object lowers expectations, and the hiding of complexities allows the owner to manage the expectations himself. Technology creates the problem of complexity, but also affords new materials and methods for the design of our relationship with complexities that shall only continue to multiply.

SHE: EMBODY

As features go into hiding and products shrink, it becomes ever more necessary to embed the object with a sense of the value that is lost after HIDE and SHRINK. Consumers will only be drawn to the smaller, less functional product if they perceive it to be more valuable than a bigger version of the product with more features. Thus the perception of quality becomes a critical factor when making the choice of less over more.

And in contrast to Sanjay Bakshi’s pragmatic take on the luxury goods business, Maeda takes a different approach.

Embodying an object with properties of real quality is the basis of the luxury goods industry and is rooted in their use of precious materials and exquisite craftsmanship. Relatedly, a designer of Ferrari cars once told me that a Ferrari has fewer parts than a common car, but the parts themselves are significantly better than anything else on this earth. This elegant tale of construction uses the simple philosophy that if good parts can make a great product, incredible parts can lead to a legendary one.

[…]

It is necessary to advertise qualities that cannot be conveyed implicitly, especially when the message of embodiment simply tells the truth.

The first law can be summed up as:

Lessen what you can and conceal everything else without losing the sense of inherent value. EMBODY-ing a greater sense of quality through enhanced materials and other messaging cues is an important subtle counterbalance to SHRINK-ing and HIDEing the directly understood aspects of a product. Design, technology, and business work in concert to realize the final decisions that will lead to how much reduction in a product is tolerable, and how much quality it will embody in spite of its reduced state of being. Small is better when SHE’d.

The Laws of Simplicity is worth reading in its entirety.

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