As a student of Industrial design circa 1987-1990 at Central School of Art and Design (latterly Central St Martin’s) I intuitively adored the work of Moggrdige associates & ID two. Then circa 1995 I met Bill (once), I was in IDEO’s Kentish Town Modelstudio, I was on my knees- labouring away at some prototypes for a Steelcase Strafor video, Bill walked in, cheerily, observed progress and mentioned something about how long it takes to embed a concept/pitch within a commercial….15 seconds as I recall.
Later on after work was finished we all retreated to the local “acid yellow pub” (Quinns) and Bill was there (most likely jet lagged) just sitting observing -soaking up the atmosphere.- just as designers should.
In hindsight, our earlier interaction lasted about 15 seconds-his concept as a design leader/thinker/sage has been embedded as part of my practice as a designer and educator ever since.
Thank you.