It may not be necessary to view emotion and passion as an everyday conflict
I want to build a car for the multitude” Henry Ford proclaimed, “that is so low in price that every man will be able to afford one.” Hailed as the man who taught America how to drive, Ford’s vision was one driven by an emotion, sparking a new modern industrial revolution. At a time when an automobile was an expensive toy available only to the super rich, Ford wanted one for the common man. For him, there was no reason why every man cannot have a car. With this vision in mind, he founded the Ford Motor company at the beginning of the 20th century. The rest is history. People who worked directly with Ford remembered him as a man whose love for automobiles was so great, that it superseded every other desire he had. While Ford wanted to build a car for the common man, he was not prepared to compromise on its quality in any department, including the way it looked. Ford’s statements exemplify two central ingredients of perfection—emotion and passion.
Emotion + passion equals perfection
Emotion drives a behavioural change. It is a conscious reaction to act on the strong desire to serve a customer in the best possible way. Passion, on the other hand, is singlehanded devotion towards perfecting a product, independent of convention and market demand. Often, products or ideas driven by emotion have the best functionality, but end up looking unimpressive. On the other hand, products built only with passion become prohibitively expensive or miss the mark completely. It is when emotion and passion merge that we truly see a product so remarkable that it alters paradigms.
Apple is an interesting case in point. Apple’s legacy of product perfection was not an outcome of a fleeting idea by a genius inventor. Very little is spoken about Steve Jobs’ skill as a qualified calligraphist. His biography reveals his love for fonts so great that he dedicated a considerable part of his life to the study and practice of the subject. As a result, Apple’s legacy of innovative design, sleek form factor, and simple interfaces have continued to set new industry standards. Not only do Apple products signify Job’s passion for design, they scream of the man’s emotional vision to provide customers with a product, which is easy to experience.
Don’t let passion override emotion, or vice versa
Reebok released a print advertisement in 2012 that said, “Cheat on your girlfriend, not your workout.” Such brand disasters are qualified by Twiteratti as an #Epicfail. While it raised indignant eyebrows, the advertisement made it to Huffington Post’s list of “Top 10 advertising disasters for women” in no time. One can sit back and wonder what level of arrogance the creative team must have possessed to conceive and execute such a derisive idea. The execution was flawless. It did not lack wit. And yet, the creator was so possessed with his passion for the product that s/he failed to consider the basic question, “Will the consumer like it?” Clearly on this occasion, it did not. After it was widely condoned by social media globally, Reebok had to make a scamper for face-saving tactics. The ads were pulled down and every trace of them vaporised in a jiffy.
The automobile world is rife with several examples of highly functional cars with hideous designs. The creators of these cars were driven by the myopic emotional drive for customer comfort, while grossly overlooking the basic need for making a good looking car.
What drives us to work every day? Is it the passion to create a work of genius? Or is it the drive to make a customer happy? It may not be necessary to view emotion and passion as an everyday conflict. Maybe a good thought to ponder before the start of every day could be, “Is genius of any use without utility?”