I wrote an introduction to the magazine our department is putting out. For my design contribution to the magazine see this entry. The title comes from a review which Mike Little (2D ‘07) wrote last week. Here is the full text of the introduction. Enjoy.

“Enough of What I Think, We Need Real Expertise”

In today’s fast paced, media-frenzied world, people with design skills are in demand more than ever before. Magazines, newspapers, advertising agencies and major corporations all need qualified designers. I sleep better knowing that the world is more organized. I like waking up and pretending to make a cup of coffee. Sipping it slowly, I think about that project waiting for me at the office. It is invigorating to know that I can solve it, and make my client happy and bloated.

Then I remember. I am an unemployable prima donna. I don’t even have a job. I recall that the constant flicker of form and content drives me insane. Maybe I should read something. I wish I had read “Paul Rand: A Designer’s Art”. A chill runs down my spine. This hypochondria of schizophrenia is becoming a burden. Help me shed this sheepskin.

As competition increases in today’s marketplace, it is more imperative than ever for students to gain a head start with a quality education. How much is a pound of lean, ground chuck these days? Haven’t been to the market in a while. Does it matter? Some say that meat is murder, and then ask who hears when animals cry.

My coffee is getting cold as I walk around the room in my pajama bottoms. Back and forth, and back again; forthright and wrong. Left. Behind. Upfront. Background. Foreground. Shadow. Enlightened. Pedestrian. Stop. Go. Good. Evil. Love. War. Detroit. Birmingham. Lounge. Studio. Coney. Cafeteria. You. I. Fear. Courage. Orange. Blue. Coherent. Babble. First Year. Second Year. Free. No such thing as free.

We know you need skills beyond conceptualizing to keep your edge in a competitive market. Should I go to the market? I lost my grocery list again. Maybe I don’t even want anything from the market. What does it want with me? I don’t even like coffee. What if I just want to make art? Paul Rand is on my mind again. Was he really a pygmy?

In addition to the important elements of design, you can have the opportunity to develop you conceptual and artistic talents and interpersonal communication skills. I am a problem solver. I can fix everything. Give me a chance. You need me, but I don’t really need you. Still, am I good enough? Upon completion of this design program, we will experience a sense of pride and accomplishment with a professional-quality portfolio that we produced ourselves. That sounds like a bunch of baloney. Was that a Freudian slip? What does Freud have to do with anything?

This is not a test. The test is yet to come. Why did I come? Why did you come? There must be an answer to every question—it’s only fair. We will be just fine. We just need to be: responsive to customer needs, able to create new and original ideas, open to change and able to adjust to shifting priorities, meticulous, thorough and detailed, able to meet deadlines and juggle multiple priorities. Seems simple enough, right? Right! On to the next task. Who’s next? What? Oh, it’s really nothing to worry about. Despite strong demand for both freelance and salaried designers, competition will be stiff for the best jobs because employers are willing to make attractive offers to the most talented and creative candidates.

Enough of what I think, we need real expertise.

1:23 pm | February 07, 2006  |  filed in: CRANBROOK