I have said that Seth Godin is truly a marketing genius…and I stand by that. But he’s jumped the shark as he tries his hand talking about design. In his post he claims the really good design is

easier to learn and do, and requiring less talent.

I disagree with Seth’s premise that a few hours of reading = really good design. In fact that thinking = mediocrity. I agree with chadmaag in the lab (where this topic is creating a buzz) when he says:

I think any line of thinking that would encourage any of us to “step down our game” is a risky proposition. When you view this through the lens of kingdom thinking, we should always be pushing for our very best, if not we’re running afoul of being poor stewards of our talents and the resources we have available

Seth’s thinking asks us to do just that and perpetuates this idea that as long as you have the right software and hardware that anyone can create good design. But design is about more than knowing how to use Photoshop, understand DPI and learning the proper way to kern a word…design is about creating powerful visuals to communicate a message. Some are gifted in this, some are not.

In the bible we read that Kenaniah the head Levite was in charge of the singing; that was his responsibility because he was skillful at it.

This doesn’t mean that you can’t learn and get better and stronger…it does mean that it’s not as easy as ready a few books and turning on the computer. It does mean that not everyone is created, designed by the creator, to be a designer and to try and force it not only produced mediocre design but it keeps you from what you were designed for.

I continue to hold Seth in high regards as a marketing wizard, if you haven’t read his books…read them and share them, especially Purple Cow
& Free Prize Inside!, he just misses the mark when it comes to design. BUT, I’m glad he’s looking at it and considering the topic and his thinking is not unlike many of pastors, church boards, etc. Remember, part of our jobs as designers is to educate.

Oh, and yes…that action figure is real. I don’t have one yet and it would make a great Christmas gift because I really do think Seth Godin is quite superb.

This entry was posted on Tuesday, March 31st, 2009 at 2:13 pm and is filed under excellence . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.