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  • Anna Robinson


A business newsletter I read called Hakune always has catchy tidbits of advice. In their last newsletter they talked about a quote by Steve Jobs which applies well to business, the customer, and product development and I think it actually works really well for Creative Direction and show construction as well.

"You've got to start with the customer experience and work backward to the technology. You can't start with the technology then try to figure out where to sell it."

When developing a concept for a show it is always easy to fall into the trap of using cool technology for the sake of using cool technology. It might look great in the end but does it really have substance or purpose other than looking "cool?"

I constantly have to remind myself to construct a show based on narrative, impact, experience for a viewer, and heart. Then, once you have defined those things, you can explore what technology, if any, can or should be used to enhance the telling of your story.

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