談到設計，賈伯斯有一段話是這麼說的 :

設計是一個滑稽的詞。有些人以為設計就是「美感」，但當然，如果你再挖深一點，設計其實是「好用」的程度。Mac 的設計並不在它的外觀，雖然外觀是設計的一部分。但更重要的，是它如何的好用。要設計出很棒的產品，你必須要先有深入的了解，你必須要真的知道它是用來幹嘛的。那要有很大的熱情與執著，才能讓你真正的了解某件事情。你必須要把它細嚼慢嚥，而不只是吞下去。大部份的人並沒有花時間去抽絲剝繭。

相對的，創意其實只是在連結事物。當你問很多「創意人」他們是如何「發想」的，你會發現他們有點心虛，因為他們並沒有真的「想出」什麼，他們只是「看到」了什麼。到了某種程度，這變成他們的一種直覺，能夠把經驗裡面的事物相連結，然後創造出新的東西。他們之所以能夠這麼做，是因為他們比一般人有更多的生活體驗，或者是他們對於這些體驗的思考比一般人深入。

可惜的是，能夠真正「設計」與「創意」的人非常少。大多在科技產業的人都缺乏多元的生活體驗，導致沒有幾個點讓他們連連看，所以最終只能用很線性的方法解決問題，沒辦法有更宏觀、更全面的角度。你必須有豐富的人生經歷，才能夠真的做出最棒的設計。(原文附在下面)

這是存在產業界長久來的矛盾之爭，是的，大多的產品都在「好看而不好用」和「好用而不好看」中間徘徊，而「好看又好用」的產品絕對大賣，原因也很簡單，如果可以不用妥協，使用者就不會選擇次級品。

廣達董事長林百里上個月在中央大學的演講上，他說到：「讀書成績好的，不代表聰明，聰明者不代表會創新。」表達對台灣目前教育環境的憂心，認為無法培育具創新能力人才。如果你去問一些從事創意工作的人，你會發現關於創新的答案並不明確，因為多半是由生活經驗中去組合，去Modify出來的，完全是憑空想像的事反而很少，所以我們要能創新就要先能學會「觀察」，觀察生活周遭，觀察社會時事，觀察人的需要，這樣你就不會是一個「匠氣」十足的老古板，因為「觀察」而得到「感受」，然後就會在你的想法之中產生「改變」，這就是你的小小「創新」。

Jobs: It's How It Works, Not Just How It Looks

Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works. The design of the Mac wasn't what it looked like, although that was part of it. Primarily, it was how it worked. To design something really well, you have to get it. You have to really grok what it's all about. It takes a passionate commitment to really thoroughly understand something, chew it up, not just quickly swallow it. Most people don't take the time to do that.

Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things. And the reason they were able to do that was that they've had more experiences or they have thought more about their experiences than other people.

Unfortunately, that's too rare a commodity. A lot of people in our industry haven't had very diverse experiences. So they don't have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one's understanding of the human experience, the better design we will have.

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