Timeless Thinking - Building Products and Services that Last (or Don't follow Fashion)
In the realm of business, certain visionary figures have redefined what it means to create timeless products. Among these pioneers are Erwin and Arthur Braun, whose innovative strategies revolutionized modern industry and lifestyle.
Everyone who knows me understands why I hold the Braun brothers in such high regard. These visionary entrepreneurs, particularly Erwin, introduced a novel approach to business that transformed the lives of many Germans and countless others worldwide. Their innovative strategies included hiring a theatre graduate to lead product development and a painter to manage the company’s branding. One of their most impactful decisions was bringing Dieter Rams on board, a designer whose influence has spanned over 70 years.
Their impact on modern industry has been profound and far-reaching.
Rams, trained in traditional architecture at a time when product design was not yet a recognized discipline, never viewed his creations as mere objects of profit. He believed in designing great products FOR people. Rams was renowned for his unwavering commitment to functionality and, as such, believed that
“A designer who wants to achieve good design must not regard himself as an artist…Their work is largely rational, meaning that aesthetic decisions are justified by an understanding of the product’s purpose.”
This brings me to my core belief: integrating artistic thinking and sensibility into the business world. So, why bring up Rams?
Because, despite Rams' assertion that his designs are not art, a closer examination of his philosophy reveals a depth of artistry and thoughtfulness that transcends mere functionality. Yes, he was a perfectionist who faithfully adhered to his ‘ten principles,’ but he always infused his work with an extra ingredient—beauty or tenderness. As Rams himself put it, "Limit everything to the essential, but do not remove the poetry."
As you know from following our work—and if you haven't, I invite you to subscribe to our Substack -
we often emphasize that art is not about the object itself. When I refer to art, it is more about a way of thinking rather than a final object. One of the characteristics of art is its ability to withstand the test of time, just like Rams’ designs. After all, that’s what he aspires to do: “My aim is to leave out everything superfluous in order to allow the essential to come through... In their simplicity, the cupboards, tables, and chairs are beyond any kind of design that can age because it does not submit to the zeitgeist.”
Rams’ philosophy was never about chasing ephemeral fashion trends; it was about crafting masterpieces that stand the test of time. His approach is a testament to how art and design, when intertwined, create timeless elegance.
The Influence of Rams on Modern Giants
This avoidance of the zeitgeist, this refusal to follow trends (Take a look at your LinkedIn - how many people were web3 experts three years ago and now declaring themselves AI experts? 😉), also guided the philosophies of Steve Jobs and Jony Ive, Apple's renowned designer. Ivy has often cited Dieter Rams as one of his main sources of inspiration. He even penned the introduction to the book Dieter Rams: As Little Design as Possible, acknowledging that “although new technologies have since offered new opportunities, his designs are not undermined by the limits of the technologies of their time..” and therefore, Rams “remains utterly alone in producing a body of work so consistently beautiful, so right, and so accessible.”
Ivy's respect for Rams was so profound that he was likely the only person outside of the company ever invited to visit their design studio, the holy temple of innovation.
When you examine Apple’s and Braun's products, you see a shared commitment to creating timeless objects. I specifically use the word "objects," not "designs," because both companies crafted pieces of art in their own way (is it a coincidence that both companies have their product at the MoMA?). Whether intentional or not, Ive and Jobs adopted a similar way of thinking. While it might seem that Apple's designs are cool and trendy, they actually stem from a profound understanding of customer experience.
As Ive eloquently explained, “The thing that all of our competitors are missing is that they think it's about fashion, that it's about surface appearance... and they couldn't be further from the truth. The iMac wasn’t about candy-colored computers. The iMac was about making a computer that is really quiet, that doesn’t need a fan, that wakes up in fifteen seconds, that has the best sound system in a consumer computer, a superfine display. It’s about a complete computer that expresses it on the outside as well.
Apple goes beyond fleeting trends to truly understand its customers and create exceptional experiences. Their "designs" emerge from the inside out—understanding the customer first, then creating the object—not the other way around. By doing so, they set trends rather than follow them, with one key difference—they are driven to create art, not fashion.
It’s important to note that Ive couldn’t achieve this alone. Every creative needs a protector, a spiritual partner for their vision. Just like Ive, Jobs also disliked fashion and trends, focusing instead on creating lasting value. Mona Simpson, Steve Jobs's sister, provided further insight into his mindset in her eulogy: “Fashion is what seems beautiful now but looks ugly later; art can be ugly at first but it becomes beautiful later.”
And that brings me to my point.
It is all too easy to fall into the trap of chasing the latest trends or "riding" the current wave. Yes, it might yield short-term gains, but true innovation is about leadership, not following what is temporarily fashionable. By deeply understanding their customers and relentlessly striving to enhance their lifestyles, the Braun brothers, Rams, Jobs, and Ive consistently created the “cool.” They were trendsetters, not trend followers.
The takeaway is clear: Shift your focus to creating better. Aim for quality that endures rather than quantity that fades. Embrace a mindset that values timelessness over trends, and your work will have a lasting impact. Embrace art, not only commerce. You might discover that the former brings the latter, not the other way around. By striving for timeless products that stand the test of time, you can create something truly remarkable.