Applied Poetics

Brand, culture, design, voice–Applied Poetics is about finding clarity and meaning in our organizations.

Tag Archives: Walker Evans

Looking both ways

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I took this photo on a late afternoon in London a day before New Year’s Eve 2003. It had just stopped raining, and I’d rushed out with my camera to take as many photos as I could in the last few minutes of light. I was probably doing a lot more shooting than looking. I guess this sign found me.

The sign reminds pedestrians that traffic is coming from both directions rather than just one. And if you’re from the US or other parts of the world where we don’t drive on the left, that direction might not be the one you expect. You learn quickly.

But since then this photo has reminded me that there is always more than one way to look at a problem. Our environments change. Our tools change. Our attitudes change. If we insist on looking at an issue in only one way, we will never see the unexpected connections and associations that make real breakthroughs possible.

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