on expertise, and patterns
An expert sees patterns where others see chaos.
As I sit here working on a branding project, I think about what it is about me that makes me good at the things that I do. In web development, there is a term called “information architecture,” also known as IA. IA refers to how information is organized, and is a crucial part of the user experience. When a website has good IA, it is intuitive and easy-to-use, which on the web may translate directly to a good concept’s successful implementation.
There are two types of experts at this: the logicians, computer scientists, and philosophers who study it explicitly, and the people with a natural ability. On this particular discipline, I am the latter type. But why?
“What makes an expert an expert?” I wonder as I look out at the street. The crosswalk signal changes, and the pedestrians hustle into motion. All of these different people, doing different things, leading different lives, going different directions. How random they are. How chaotic!
And then I realize how superficial my thoughts are. On the surface, many things seem random and chaotic. But if I were an expert, I might look at people crossing the street a lot differently. Were I a psychologist, I might think about how all of these people are motivated through similar mechanisms to fulfill similar needs, even though they may manifest in different ways. Were I a civil engineer, I would consider how this block was carefully planned to control traffic and help ensure their safety. If I were a bio-mechanical physicist, I’d note that the stress-strain relations of each individual’s bones can be modeled using Hooke’s law and related by elastic moduli such as Young’s modulus, Poisson’s ratio, or the Lamé parameters. There are countless lenses to inform this example, but there is something that they all have in common — all of these experts can identify underlying patterns.
In terms of science, this is quite obvious. What might not be is that it is also true for artistic and creative endeavors. The best artists use patterns. Many do it consciously and with careful intention. Others just do it naturally. As a designer and brand consultant, I add value for my clients by explicitly identifying and exploiting patterns in order to help them communicate effectively.
When I help create a new brand, I have to synthesize an entrepreneur’s values, products, target audience, positioning strategy, and many other factors into a concise message that is internally consistent. This usually means sorting through copious amounts of fragmented, annotated research and attempting to identify themes and patterns. My process assumes nothing; I start from scratch every time in order to avoid forcing information into clichéd constructs. Patterns emerge naturally in non-random data… you just need enough of it and enough time to piece them together. There are always many ways to categorize and slice up information.
My challenge is to make sure that I choose the best way to communicate it effectively. This means analyzing a number of structures to ensure that you use patterns compatible not only with your subject matter, but also with your audience, your argument, and your self-concept.
There is so much out there to know, that it can get overwhelming. Especially thanks to the internet, the fidelity of published information has gone way downhill. Therefore, If you want to get your point across, look for patterns and break it down as much as possible for your specific audience. Otherwise, your message will be lost in the chaos.
