We are all of Us, Designers.

17Today, we take a look at journalist John Hockenberry, who at the hand of bad design, was inspired by a pair of flashy wheels in a wheelchair-parts catalogue. Those wheels showed him the value of designing a life of intent and he encourages all of us to take a look at our lives from the point of view of design; and designing with intent.

Huckleberry believes firmly in the intent of the design. Many designers begin with the beginning only in mind. And we have long learned that you must not only design with the end in mind, but with multiple endings in mind. From a social media marketing point of view, we often hear clients asking for Facebook Pages that are popular, and Twitter accounts that amass followers and fans. Very rarely will you hear a client asking for a Page that adds value and creates a community of like-minded thinkers and doers. And in the long run of any social media campaign, it is of utmost importance to begin with a firm understanding of the end in mind – and that end must be carefully thought out first and foremost. The aim of any campaign is therefore as important as the campaign itself.

From a design point of view, we are often ideally placed between the client and the graphic designer, striking the balance between the business aspect of publication design and the creative side that is the result of the designer’s input. The intent of the publication is what we always consider first and foremost. Caught between a client that does not understand aesthetic and a designer that does not understand the issues of time and money can be harrowing, but clearly stating the intent can be a useful means to striking the balance between the two.

John Hockenberry is three-time Peabody Award winner, four-time Emmy award winner and Dateline NBC correspondent and has spent a lifetime covering world news from the ends of the world. While we took a lesson in design and creation from him today, we take an even fuller lesson in the resounding call to live life fully, everyday, with intention. “Make the song your own”, he urges.

You can watch the full video here:


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