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What? You are joking?

No, today is the 17th, your flight left on the 13th. As if running the dates back in my head would alter time, I counted anyway. What if…?

My elaborate plan involved quantum mechanics and an invisible cloak. When google et al refine Remote Neural Monitoring (RNM), the ability for authorities to read thought, well…

You are joking? I say again snapping out of my temporary stupor.
Read it carefully, sir

How I came to get my flight details wrong is still a mystery. Tom Hank’s character laughing at me stuck in an airport with his fake Bulgarian chuckle isn’t. How you say it, ‘You are fornicated’.

That’s F***ed. Yes!

Seriously, don’t panic. I have a mobile and a credit card.

[3 hours of toing and froing and problem solving later]

I sink into a chair. The attendant issuing my seat number has kindly given me a back seat and if I’m lucky I’ll have a row of four to myself.

I’m lucky!

24 hours earlier, I was designing a two minute video using one of India’s top brands, from an iPhone — thinking it’s not about the tech.

Now on my way home, creativity, innovation, inspiration.. these are words that frame my thoughts. And then I plug into inflight entertainment and listen to Nolan Bushell’s 15 chapter, could be sixteen monologue on ‘Finding the next Steve Jobs’.

Frankly why, is a wee baffling, but I get it as a measurement. The next Steve Jobs, could be a Maurice Micklewhite or Mark Zuckerberg or you with your less than pithy name. Micklewhite? He changed to Michael Caine.

Finding the next Steve Jobs, is an aphorism, anecdote-laden, tips-of-success listen. Be original. Take risks. Be counterintuitive. All worthy, but these are traits bound up in your DNA code called ‘character’. They don’t bend so easily.

But then Bushell starts talking about he and job’s penchant for museums. They’re in France. They do museums to be inspired.

Two weeks later, Asia now a fading memory, as part of a weekend trip to a wedding, I’m in Stuttgart. I’m in museum heaven, standing in front of this sign, transfixed.

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Design is much more than just giving shape to an idea. At Porsche, it’s a matter of style. To which, you could add, style is the very fabric that persists in our memories, that, film cognitivist David Bordwell says is the perception that imprints lastingly on us. Style is not something you add on, it is that which moulds how we think. Design frames this and more.

What’s the bet Jobs too must have agreed with Mr Porsche.

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What’s electrically fascinating to me, is how we’re shackled to tech, consumed by gadgetry, obsessed by product evolution, but the one fundamental art or science, deep seated and psychological, often alludes us.

Yes, I too do periscope, shoot with an iPhone, Css myself and podcast like it’s 1999, but this is way personal.

In a Stuttgart restaurant, I come across this design. I laugh so hard, I forget the only reason I should be here. This is great design in its ability to alter behaviour. Nudge. Eat your heart out Duchamp.

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Design and creativity run underneath the science of signs and how we make sense of things. But as author James Monacco says everyone can read a film, but to have a fuller comprehensive critque that’s a different matter.

All pervasive, good design underpins writing, filmmaking, magazines, clothes, and of course cars, but we don’t pay it as much attention journalism schools as we do in life.

At the University of Texas, social scientists confirm through evidence something we’ve thought of all the time. Good design is not just about aesthetic, it can help you remember.

Alex Curry, research associate for the Engaging News Project shows how different designs impact the way we commit what we see to long term memory. He says. “When it comes to page views and how much the audience is learning, design matters.”

At the Academy for Innovative Reportage and Story form (AIRS), part soon of viewmagazine and other bodies, our empirical research with news film shows similar results. Designing footage in a certain way has a profound impact on the consumer. We know that much through commercials, but we’ve dared not assign such a framework to news.

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News just happens. It’s there. Reality unfolding and preserved by journalists. But it isn’t. It too is a construct. Design a different form of journalism is to borrow Mr Porsche’s sentence ‘much more than just giving shape to an idea. .. it’s a matter of style..it’s about retention.

We’ve come to call this style, ‘Cinema Journalism’ which is born from a particular idealistic state of videojournalism, which evolved briefly and was lost at the turn of the millennium.

But why, we ask, do some people get it and others not, in the same way an innocuous looking photo may look just that to one group, but yield significant finds for others.

It’s in the way we’re conditioned from an early stage in life and convention suppresses any dissent to question the status quo.

That, however could be on the verge of changing. It’s 12.56 a.m. Back to designing my school’s brochure. The Tree of Video can wait a little longer.

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