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What does it take to create truly innovative designs?

Haebom
The Master of Apple Design, Jonathan Ive: What He's Up To Now
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In 2019, Jonathan Ive left Apple and founded a design studio named LoveFrom.
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Although LoveFrom is small, it has already teamed up with companies like Airbnb, Ferrari, and England's new King Charles III.
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With its staff now exceeding 40 members and handling a significant workload, its output is starting to get noticed.
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Having led the design of Apple’s iconic products like the iMac, iPhone, and iPad, his next moves have naturally drawn attention—and after a long time, he sat down for an in-depth media interview.
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The interview was arranged by McKinsey Consulting and featured writer Rick Tetzeli.
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The main topic wasn’t about Apple, but instead focused on what it takes to create truly creative design.
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He explained in the interview that the most effective working relationships are built with people who have a practical understanding—these are the partnerships that create the best designs.
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Working creatively within a large group is difficult and unpredictable, so people often end up focusing on whatever can actually be measured.
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When big groups come together, predictability gets prioritized, and it becomes harder to have crucial conversations or voice concerns—which only makes it tougher for great designs to emerge.
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Various ways to approach and embrace the creative process
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In his case, he found it hugely helpful to understand the natural dynamics that arise when tackling problems with others.
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To spark creative conversations, it's important to work with people who are curious and think outside the box.
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The creative process is, by nature, unpredictable and unstable—and so are the best ideas that come from it.
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Ideas tend to grow and evolve as more people in a group join in.
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When working in large groups, it’s essential to appreciate and accept the demands of creative processes and practice.
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A creative process evolves through ongoing learning and curiosity. In other words, it takes time.
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A company’s history or traditions may play a role, but the leader’s approach is what matters most for creative processes.
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If you’re longing for innovation but always play it safe, it’s hard to come up with anything truly creative or daring.
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Working alongside curious people lets you build a learning community.
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Continued learning drives success from a creative viewpoint, and continuity is key.
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Management often tends to look to the past when considering recent changes or evolutions that have impacted creativity.
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A culture that takes products or services as inevitable causes us to lose caution in our thinking and process, so it’s something we always have to be wary of.
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