So far we have Who, What, When, Where, Why, and hoW. Six (conveniently counted) Ws originally developed for journalism which apply equally well to product design. Who is it for? When will it launch? hoW will it be manufactured? etc. etc. The answers to these questions are carefully explored at many different levels throughout the design process. There are specialized consultants, trademarked methodologies, and significant budgets built around each of these questions all with the common goal of defining the unknown and making the most logical choice. When big dollars are at stake the most prominent W is “why.”
However often times our value as a creative consulting firm is to provide balance with a seventh W – the ‘Why-not.’
Simple logic reasons that similar processes repeated multiple times should yield similar results. This concept is the cornerstone of mass production. So when it comes to creating products and experiences that are unique and stand out from the mass, logic suggests we must use a different process. The “why-not” process gives us the freedom to find greatness.
‘Why’ is cautious and resists change, only acting when the results are known.
‘Why-not’ is optimistic and builds momentum, acting boldly with captivating results.
“Bugly,” the vehicular abomination built by a Teaguer, is a case study in why-not.
Through traditional “why” thinking Bugly (short for Butt-ugly) is a Fail in every respect. Why spend hours building a moderately legal, questionably safe vehicle from salvaged parts? Why move the radiator to the back? Why have a truck with no bed?
But why-not? so they did, and love it or hate it when this monster machine roars and burns rubber the results are hypnotic.
In a world saturated with perfectly reasoned, perfectly safe “why-solutions” that moment of curious fascination is the seed of success
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