We Still Can't Describe What We Do for a Living

In my bio, I introduce myself as (among other things) a "creative problem-solver." Sometimes, I think of my job as that of a "commercial translator" — sort of like an interpreter at a UN meeting. In my lectures, I describe myself (and you) as "a communicator".

Here's an interesting take from another copywriter and creative director, Austin Howe. In his book, "Designers Don't Read" (see recommended reading at right), he says:

It's possible that the field formerly known as graphic design is actually more about editing and the thoughtful ordering of information.

In the "Write More Good" lecture, I list one of the communicator's tasks as: "deciding what the reader sees, and when." Our job is to guide an audience through a carefully defined message in a clear, simple, logical way. I draw a parallel to "information architects" as they relate to web design.

But Howe asserts that we're all responsible for the logical organization of information in our communication. He goes on to write that the best designers and design firms strive to be more than decorators, production artists or even problem solvers. Instead, he says that the most valuable thing designers can bring to their clients is the ability to design logical, beautiful systems.

So now, according to Howe, you're a "brand systems designer".

It still won't make any sense to the person next to you on an airplane. But it's worth exploring — and it echoes some concepts that we'll cover in the "Write More Good" workshop. Good communication starts with a clear, simple message. And defining that message is more important (and more valuable) than the creative execution.