Forms sells function

“Form follows function.” Designers have said this for years. And in the learning world, it is equally true: The learning initiative or environment (form) must be shaped to achieve its goals (function).

 

But the most successful product developers know another truth: “Form sells function”. The product can be designed to be perfectly functional, but if it doesn’t look beautiful, no-one will buy it. Case in point: Smart watches. For a few years now, it has been possible to buy a watch that allows you to surf the internet, play media and control your smartphone. But they aren’t beautiful, so only the geeks buy them. As Apple brings out its own smart-watch, you can expect a change in this market. Because it will be beautiful.

 

What does this mean for the learning world? If we follow the watch analogy through we see that, yes, effective learning professionals create functional initiatives. But when it comes to something new, do they forget that form sells function? Or are they making beautiful products like Apple?

 

If you are working on a new approach to learning in your organisation, don’t forget that your buyer is not the learning geek who will immediately see the functionality of your new product. The buyer is someone who is used to his “perfectly functional watch” and “can’t see why I’d need a new one”. So you have to make it beautiful too.

 

To make things beautiful, we can learn from both the designer and the marketer. Design creates beautiful objects; marketing creates a beautiful brand or experience. Design makes sure that what is in the box is awesome; marketing gets you to the box. Design ensures that what you take out of the box is durable and effective; marketing creates the unboxing experience.

 

If you are starting the New Year full of functional learning resolutions, please don’t forget to put some beauty in the form.

 

Thanks for reading

@dan_steer

 

Published by Dan Steer

For the last 17 years, I have been helping businesses and individuals to achieve their goals through delivery of tailor-made learning and development initiatives. Most of the time, I deliver training, coach individuals, facilitate brainstorming sessions, round-table meetings and workshops. As a consultant, I help my clients to promote and profit from the infinite learning opportunities within and without their own organisation, drawing on my L+D management experience, strategic approach and creativity, As a speaker, I inspire through story, humour and pertinent little bits of theory. I believe that the world would be a better place if people were happily working on their mission with competence and alignment to personal values. As a freelance worker since 2008, I have helped more than 11000 individuals to improve their presentation, communication, commercial, leadership and negotiation skills. I confront people with their own behaviour and convictions, facilitating and giving pertinent feedback and clear ideas on where to continue good work and improve. I seek to satisfy my clients with creative and to-the-point solutions… …and I make music, but no-one pays me much for it yet :-) First single here: https://www.youtube.com/watch?v=x0ShlY95X4E

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