He Designed Beats, Apple Products... Then Changed the Game w/ Robert Brunner | The Futur Ep. 355

Key Concepts

• Industrial Design: The design of mass-produced products.
• Product Development: The process of bringing a new product to market.
• Risk Mitigation: Strategies to reduce the potential negative impact of risks.
• Trust Building: Establishing confidence and reliability in professional relationships.
• Revenue Sharing: A business model where revenue is divided among stakeholders.
• Equity Partnership: A business relationship where parties share ownership in a company.
• Internet of Things (IoT): The network of physical objects embedded with sensors, software, and other technologies for the purpose of connecting and exchanging data with other devices and systems over the internet.
• Non-Negotiable Purpose: A core mission or value that is prioritized above financial considerations.
• Celebrity Marketing: Using famous individuals to promote products or services.
• Craftsmanship: The quality of design and work shown in something made by hand.
• Prototyping: Creating preliminary models or samples of a product.
• Good Enough Revolution: The trend of accepting products that are adequate rather than striving for the best.
• Mediocrity: The state of being ordinary or of moderate quality.
• AI (Artificial Intelligence): The simulation of human intelligence processes by computer systems.

Robert Bruner's Background and Philosophy

• Inspiration and Passion: Robert Bruner, an industrial designer, was drawn to the profession by the fascinating relationship people have with objects, stories, and emotions.
• A Maker at Heart: Bruner describes himself as a "maker" who has always enjoyed creating things. He emphasizes the value and passion he holds for his work.
• Partnership-Oriented: He prefers building partnerships and reserves being "tough" for situations where it's necessary to deliver the best possible outcome.
• Influence of Paula Scher: Bruner credits Paula Scher's creativity, tenacity, and outspokenness as major influences on his career.

Challenges in Product Development

• Client-Side Resistance: Bruner notes that the primary barriers to doing the best work often come from the client side.
• Risk Mitigation vs. Innovation: Clients often prioritize risk mitigation, leading to a desire to replicate past successes rather than pushing boundaries.
• Fear of Failure: Bruner believes that a societal emphasis on avoiding failure can breed mediocrity. He argues that "not [screwing] it up" should not be the definition of victory.
• Complexity and Cost: Product development is a complex, expensive, and lengthy process, which can lead to client hesitation.

Balancing Client Needs and Design Excellence

• Transforming Businesses: Bruner views his role as helping clients transform their businesses through design, not just creating aesthetically pleasing objects.
• Financial Alignment: Ammunition has experimented with revenue sharing and equity partnerships to align their interests with those of their clients.
• Skin in the Game: Taking equity stakes in startups fosters a partnership mentality, leading to greater respect and influence.
• Beyond Creative Success: Bruner emphasizes the importance of caring about the overall success of a project, not just its creative merits.

Identifying Promising Clients

• Focus on People: The most critical factor in evaluating potential clients is the quality of their team, their values, and their track record.
• Execution Ability: Bruner believes that the ability to execute a good idea is more important than the idea itself or the availability of funding.
• Red Flags: Arrogance and a lack of experience in delivering physical products are significant red flags.
• Humility and Openness: Bruner values clients who are willing to learn and consider his experience, even if they have a different perspective.

Lessons from Apple and Beats by Dre

• Respect for Talent: Bruner emphasizes the importance of respecting talented individuals, even if they are challenging to work with.
• Steve Jobs' Influence: While Bruner didn't work directly with Steve Jobs, he learned the importance of respecting individuals with strong vision.
• Jimmy Iovine's Approach: Bruner recounts how Jimmy Iovine treated him like an artist, pushing him to achieve the best possible results.
• Beats' Origin Story: Bruner shares the story of how Jimmy Iovine convinced Dr. Dre to focus on speakers instead of sneakers, leading to the creation of Beats.
• Non-Negotiable Purpose: The success of Beats was driven by Dre's desire to improve the audio quality of music and Iovine's belief in the power of music.
• Storytelling and Cultural Impact: The story behind Beats and its association with influential artists played a crucial role in its cultural impact.
• Wearable Technology: Ammunition recognized the potential of headphones as wearable technology and designed them to be desirable and iconic.
• Marketing Strategy: Beats' marketing strategy relied heavily on Iovine's extensive network of contacts and their willingness to promote the product.

The Importance of Craft and Physical Prototyping

• Evolving Skillsets: While some traditional skills like drafting have become automated, the core principles of iteration and refinement remain essential.
• Visceral Experience: Bruner emphasizes the importance of working with one's hands to gain a visceral understanding of materials and construction.
• Shop and Prototyping: Ammunition maintains a shop to encourage designers to build and test their ideas physically.
• Sense of Scale: Physical prototypes are crucial for understanding the scale and proportions of a design.
• Fabric and Feel: The physicality of materials, such as the way fabric moves or feels, cannot be fully appreciated on a screen.

The "Good Enough Revolution" vs. Great Design

• Connecting with People: Bruner believes that people want to connect with other people, and well-designed products can foster that connection.
• Effort and Care: When a product is well-made, it reflects the effort and care of the designer, creating a sense of connection with the user.
• Mediocrity's Cost: Bruner argues that mediocrity can be more costly than failure, as it stifles innovation and limits potential.
• Sweat and Effort: Greatness requires effort, dedication, and a willingness to "stand in the fire" rather than settling for "good enough."
• AI as a Tool: While AI can automate tasks and generate concepts, it cannot replicate the human element of creativity and craftsmanship.
• Human Role: Bruner believes that the role of designers is evolving towards that of producers, editors, and directors, but the human element will remain essential.

Knowing When to Stop Designing

• Experience and Intuition: Knowing when a design is "good enough" is a skill that comes with experience.
• Purity of Idea: Over-tweaking a design can dilute its original concept.
• Learning from the Market: It's often better to release a product and learn from its performance in the market than to strive for unattainable perfection.
• Version 1.2: Bruner notes that version 1.2 of a product often performs exponentially better than version 1 due to the insights gained from the initial release.
• Avoiding Premature Release: Releasing a product prematurely can lead to waste and environmental damage.
• Seeking Feedback: Bruner recommends seeking feedback from trusted colleagues to gain a fresh perspective.
• Trusting Gut Instinct: Ultimately, designers should trust their gut instinct and make a decision based on their experience and judgment.

Advice for Young Designers

• Embrace Learning: View every experience as a learning opportunity and avoid dwelling on mistakes.
• Seek Mentorship: Find experienced individuals who can provide guidance and feedback.
• Hire Better People: Surround yourself with talented individuals who can challenge and inspire you.
• Value Input: Seek input from trusted colleagues, but don't feel obligated to follow their advice blindly.
• Trust Instincts: Develop and trust your gut instincts as a designer.

Favorite Objects and Brands

• Clothing: Rag and Bone, Theory
• Lamp: Teio lamp by Richard Sapper
• Automobile: Porsche 911 (classic), Aston Martin (DB7 era)
• Chair: Eames Lounge Chair, Low Pad Chair
• Shelving: Factory shelving made of anodized aluminum
• Drawing Instrument: Uni Pin fine line 0.5
• Musical Device: Current iteration of Beats build
• Timepiece: Rado watch (ceramic)
• Eyeglass Company: Matsunaga

Conclusion

Robert Bruner's insights highlight the complexities of industrial design, emphasizing the importance of balancing creative vision with practical considerations. His emphasis on building trust, understanding client needs, and embracing the human element in design offers valuable lessons for both aspiring and experienced designers. The discussion underscores that true success lies not just in creating aesthetically pleasing objects, but in transforming businesses and fostering meaningful connections with people.