Alex Carabi Web Design

During a recent weekend getaway, I took the time to read The Viking Manifesto, by Steve Strid and Claes Andréasson. Together they dissect the phenomenon of Scandinavian success stories, which seemingly defy logic. A great read, and whilst essentially a marketing book, many key concepts corelate just as well to design and the web.

How can it be that Sweden, Denmark, Norway and Iceland, 0.3% of the world’s population, produce 3% of all world exports? Strid and Andréasson claim that it’s down to the countries’ Viking heritage. Sure, they were mind-bogglingly brutal and viscous, but they were also hundreds of years ahead of their time in areas such as business and philosophy.

Look out the window. Listen to your instincts

Trust your instincts

Before the launch of Aboslut Vodka, several marketing experts were called in to analyse the new brand and give their opinion on the new Swedish spririt. “No one will ever buy a Swedish vodka. Forget this whole Absolut thing,” they cried after extensive market research, studies and surveys. Yet the team behind the product stood strong, found a distributor, published ads in only the most avant-garde of periodicals, and the rest, as they say, is history.

The Absolut team trusted their instincts from the get-go, something that many start-ups and established companies alike overlook. Market research often has priority over inner beliefs, which can cause a product or even a company to lose its way.

This is not some ninth century hogwash; some of the most cutting edge companies around are going with their gut feelings for the big decisions. Spencer Fry of Carbonmade observed in a blog post that WordPress founder Matt Mullenweg employs a similar tactic. According to Fry, Mullenweg made it clear at a recent Master of Fine Arts talk at SVA that WordPress “doesn’t have a five year roadmap. There’s just a feeling they get in their gut that naturally moves the product forward to a new stage whenever they’ve completed a segment of what they want to do.”

Have you ever put together a slightly risky design which you initially think is great, but after pondering what the client feedback might be like, you send it to the bin? Trust your instincts and put together a kick-ass case for your idea. You’ll probably be right.

Dead Time

On trains and planes modern day travelers can observe a common phenomenon, the one of the I-need-to-take-advantage-of-every-spare-moment-I-have-during-the-working-week syndrome. But letting your mind wander is a recipe for success and awesome ideas.

Dead time should be used for anything but efficiency

The Vikings would be ashamed of the 24/7 ‘stressoholics’ that effectively define the world we live in. For months on end at sea the Vikings had an abundance of time, and from it came plans of great grandeur. Staring across the vast oceans was a soothing and stimulating practice. “Working on those little trays next to your fellow sardines [on airplanes] is not only inefficient, it’s an affront to your creative self,” the authors declare. “Dead time [...] should be used for anything but efficiency. [...] Dead time is when your creativity is at its highest. But only if you surrender to it.”

I don’t have time to think

There is a key concept that the Vikings kept close their heart, but that has somehow eluded the typical twenty-first century citizen: thinking is important. “Thoughts do take time – not just the actual thinking, but also the complicated cocktail of emotional, biochemical and subconscious impulses that make creative ideas possible,” Strid and Andréasson write.

This is especially valid in the design industry. The level of creativity is often what sets us apart from the competition and is essentially the defining factor in determining our paycheck. So sit back and think. Spending that extra half an hour to actively think might start to pay dividends. Thinking takes time, after all.