I’ve been doing a lot of flying lately, and can’t use the lappy on a plane so decided to read computer books (so the boss can’t berate me for enjoying myself on company time) and review them, actually on a blog rather than simply tweeting “Awesome!” or “EPIC FAIL”.
Presumably because I have incriminating photos of Zeldman, the A Book Apart people send me free copies of their publications, but they haven’t asked me to review them, let alone required me to be nice.
This book accompanied me to Bulgaria and I was, I confess, pretty sceptical. I’ve seen a lot of hand-wavy “design and inspiration” talks at conferences (“Look at the lovely Flickr images, I’ve got an iPad, aren’t we all awesome“). I’ve also seen lots of scarily aggressive Americans talk about how they went from start-up to millionaire in less time that it takes me to get around to scratching my balls in the morning, and disliked those talks even more because they displayed a very un-British lack of taboo about money.
Therefore, I was worried that a book about design and money would be some ghastly hybrid of this: “Hey, we’re all children of the universe which is awesome and like, totally full of, like, emptiness. So make all your websites full of whitespace, then grab that mofo and leverage it into the dollar domain!”
My fears were unfounded. Firstly, there is precisely zero designer handwaving in this book. The author explicitly rejects that:
A designer requires honest feedback and real criticism, and that’s not going to happen in a realm where colleagues or clients are worried bout crushing the spirit of a magical being. The sparkly fog of affirmation gets in the way…A designer solves problems within a set of contraints…a designer understands goals…
There is money talk, as there has to be in a book called “Design is a Job”. But there was even a section entitled “Your ethical responsibility” in which Monteiro writes
You have a responsibility to the community at large to make sure that what you’re signing up to design is worth being designed…So before you take on a client, ask yourself whether the problem the client is asking you to solve is one that you feel good about attaching your name to…There is absolutely nothing wrong with making money…but making it to some else’s detrimnent makes you complicit in that persons’s downfall. If a product you design does harm, then you have done harm.
The author (who I’ve never met and know nothing about) comes across to me as a craftsman – someone who takes pride in the job he does, and the wider craft, but who wants to make an honest living doing it. Whether it be design, or branding, or coding doesn’t really matter. Monteiro writes about design because that’sd what he knows best, rather than because the points made in the book are only relevant to product or web design.
Standout chapters for me were the ones that deal with sticking to your own process and the importance of having lawyers. If I were ever in business by myself – regardless of what type of business – I’d keep those chapters close by me.
To conclude: I’m surprising myself to be recommending this book, even though I expected to hate it. Lots of practical advice, written without bullshit in a voice that seems Monteiro’s own rather than that of his editor or publisher, and which can be read on a couple of European flights.