Pirates, nurses and other rebel designers
-
0:01 - 0:04Design is a slippery
and elusive phenomenon, -
0:04 - 0:07which has meant different
things at different times. -
0:07 - 0:11But all truly inspiring design projects
have one thing in common: -
0:11 - 0:13they began with a dream.
-
0:14 - 0:15And the bolder the dream,
-
0:15 - 0:19the greater the design feat
that will be required to achieve it. -
0:19 - 0:23And this is why the greatest
designers are almost always -
0:23 - 0:26the biggest dreamers
and rebels and renegades. -
0:27 - 0:30This has been the case throughout history,
-
0:30 - 0:34all the way back to the year 300 BC,
-
0:34 - 0:37when a 13-year-old became the king
-
0:37 - 0:41of a remote, very poor
and very small Asian country. -
0:41 - 0:45He dreamt of acquiring land,
riches and power -
0:45 - 0:47through military conquest.
-
0:47 - 0:48And his design skills --
-
0:48 - 0:50improbable though it sounds --
-
0:50 - 0:53would be essential
in enabling him to do so. -
0:54 - 0:55At the time,
-
0:55 - 0:58all weapons were made by hand
to different specifications. -
0:58 - 1:02So if an archer ran out
of arrows during a battle, -
1:02 - 1:05they wouldn't necessarily be able
to fire another archer's arrows -
1:05 - 1:07from their bow.
-
1:07 - 1:11This of course meant that they would
be less effective in combat -
1:11 - 1:13and very vulnerable, too.
-
1:13 - 1:15Ying solved this problem
-
1:15 - 1:19by insisting that all bows and arrows
were designed identically, -
1:19 - 1:21so they were interchangeable.
-
1:21 - 1:25And he did the same for daggers,
axes, spears, shields -
1:25 - 1:27and every other form of weaponry.
-
1:28 - 1:32His formidably equipped army
won batter after battle, -
1:32 - 1:34and within 15 years,
-
1:34 - 1:37his tiny kingdom had
succeeded in conquering -
1:37 - 1:40all its larger, richer,
more powerful neighbors, -
1:40 - 1:42to found the mighty Chinese Empire.
-
1:43 - 1:45Now, no one, of course,
-
1:45 - 1:48would have thought of describing
Ying Zheng as a designer at the time -- -
1:48 - 1:50why would they?
-
1:50 - 1:53And yet he used design
unknowingly and instinctively -
1:53 - 1:55but with tremendous ingenuity
-
1:55 - 1:58to achieve his ends.
-
1:58 - 2:02And so did another equally
improbable, accidental designer, -
2:02 - 2:06who was also not above using
violence to get what he wanted. -
2:06 - 2:12This was Edward Teach, better known
as the British pirate, Blackbeard. -
2:12 - 2:14This was the golden age of piracy,
-
2:14 - 2:18where pirates like Teach
were terrorizing the high seas. -
2:18 - 2:20Colonial trade was flourishing,
-
2:20 - 2:22and piracy was highly profitable.
-
2:22 - 2:27And the smarter pirates like him
realized that to maximize their spoils, -
2:27 - 2:32they needed to attack
their enemies so brutally -
2:32 - 2:34that they would surrender on sight.
-
2:34 - 2:35So in other words,
-
2:35 - 2:37they could take the ships
without wasting ammunition, -
2:37 - 2:39or incurring casualties.
-
2:39 - 2:43So Edward Teach redesigned
himself as Blackbeard -
2:43 - 2:45by playing the part of a merciless brute.
-
2:46 - 2:50He wore heavy jackets and big hats
to accentuate his height. -
2:50 - 2:53He grew the bushy black beard
that obscured his face. -
2:53 - 2:57He slung braces of pistols
on either shoulder. -
2:57 - 3:01He even attached matches to the brim
of his hat and set them alight, -
3:01 - 3:05so they sizzled menacingly
whenever his ship was poised to attack. -
3:05 - 3:08And like many pirates of that era,
-
3:08 - 3:10he flew a flag that bore
the macabre symbols -
3:11 - 3:14of a human skull
and a pair of crossed bones, -
3:14 - 3:20because those motifs had signified death
in so many cultures for centuries, -
3:20 - 3:23that their meaning
was instantly recognizable, -
3:23 - 3:26even in the lawless, illiterate
world of the high seas: -
3:26 - 3:29surrender or you'll suffer.
-
3:29 - 3:32So of course, all his sensible
victims surrendered on sight. -
3:33 - 3:34Put like that,
-
3:34 - 3:39it's easy to see why Edward Teach
and his fellow pirates -
3:39 - 3:43could be seen as pioneers
of modern communications design, -
3:43 - 3:45and why their deadly symbol --
-
3:45 - 3:46(Laughter)
-
3:46 - 3:47there's more --
-
3:47 - 3:50why their deadly symbol
of the skull and crossbones -
3:50 - 3:53was a precursor of today's logos,
-
3:53 - 3:56rather like the big red letters
standing behind me, -
3:56 - 3:58but of course with a different message.
-
3:58 - 3:59(Laughter)
-
3:59 - 4:02Yet design was also used to nobler ends
-
4:02 - 4:07by an equally brilliant and equally
improbable designer, -
4:07 - 4:10the 19th-century British nurse,
Florence Nightingale. -
4:10 - 4:15Her mission was to provide
decent healthcare for everyone. -
4:15 - 4:20Nightingale was born into a rather
grand, very wealthy British family, -
4:20 - 4:24who were horrified when she volunteered
to work in military hospitals -
4:24 - 4:26during the Crimean War.
-
4:26 - 4:28Once there, she swiftly realized
-
4:28 - 4:32that more patients were dying
of infections that they caught there, -
4:32 - 4:34in the filthy, fetid wards,
-
4:34 - 4:36than they were of battle wounds.
-
4:36 - 4:40So she campaigned
for cleaner, lighter, airier clinics -
4:40 - 4:42to be designed and built.
-
4:42 - 4:44Back in Britain,
-
4:44 - 4:45she mounted another campaign,
-
4:45 - 4:47this time for civilian hospitals,
-
4:47 - 4:51and insisted that the same design
principles were applied to them. -
4:51 - 4:54The Nightingale ward, as it is called,
-
4:54 - 4:58dominated hospital design
for decades to come, -
4:58 - 5:01and elements of it are still used today.
-
5:02 - 5:03But by then,
-
5:03 - 5:06design was seen as a tool
of the Industrial Age. -
5:06 - 5:09It was formalized and professionalized,
-
5:09 - 5:11but it was restricted to specific roles
-
5:11 - 5:15and generally applied in pursuit
of commercial goals -
5:15 - 5:17rather than being used intuitively,
-
5:17 - 5:21as Florence Nightingale, Blackbeard
and Ying Zheng had done. -
5:21 - 5:23By the 20th century,
-
5:23 - 5:26this commercial ethos was so powerful,
-
5:26 - 5:28that any designers who deviated from it
-
5:28 - 5:32risked being seen as cranks
or subversives. -
5:33 - 5:36Now among them is one
of my great design heroes, -
5:36 - 5:39the brilliant László Moholy-Nagy.
-
5:39 - 5:42He was the Hungarian artist and designer
-
5:42 - 5:46whose experiments with the impact
of technology on daily life -
5:46 - 5:47were so powerful
-
5:47 - 5:50that they still influence
the design of the digital images -
5:51 - 5:53we see on our phone and computer screens.
-
5:54 - 5:58He radicalized the Bauhaus Design
School in 1920s Germany, -
5:58 - 6:01and yet some of his former
colleagues shunned him -
6:01 - 6:06when he struggled to open a new
Bauhaus in Chicago years later. -
6:06 - 6:10Moholy's ideas were as bold
and incisive as ever, -
6:10 - 6:14but his approach to design
was too experimental, -
6:14 - 6:18as was his insistence
on seeing it, as he put it, -
6:18 - 6:22as an attitude, not a profession
to be in tune with the times. -
6:23 - 6:25And sadly, the same applied
-
6:25 - 6:29to another design maverick:
Richard Buckminster Fuller. -
6:29 - 6:33He was yet another
brilliant design visionary -
6:33 - 6:34and design activist,
-
6:34 - 6:39who was completely committed
to designing a sustainable society -
6:39 - 6:41in such a forward-thinking way
-
6:41 - 6:44that he started talking about
the importance of environmentalism -
6:44 - 6:47in design in the 1920s.
-
6:48 - 6:50Now he, despite his efforts,
-
6:50 - 6:55was routinely mocked as a crank
by many in the design establishment, -
6:55 - 6:56and admittedly,
-
6:56 - 6:58some of his experiments failed,
-
6:58 - 7:01like the flying car
that never got off the ground. -
7:01 - 7:03And yet, the geodesic dome,
-
7:03 - 7:06his design formula to build
an emergency shelter -
7:06 - 7:09from scraps of wood, metal, plastic,
-
7:09 - 7:12bits of tree, old blankets,
plastic sheeting -- -
7:12 - 7:15just about anything
that's available at the time -- -
7:15 - 7:19is one of the greatest feats
of humanitarian design, -
7:19 - 7:21and has provided sorely needed refuge
-
7:21 - 7:25to many, many people
in desperate circumstances -
7:25 - 7:26ever since.
-
7:26 - 7:30Now, it was the courage
and verve of radical designers -
7:31 - 7:32like Bucky and Moholy
-
7:32 - 7:35that drew me to design.
-
7:35 - 7:39I began my career as a news journalist
and foreign correspondent. -
7:39 - 7:42I wrote about politics, economics
and corporate affairs, -
7:42 - 7:46and I could have chosen
to specialize in any of those fields. -
7:46 - 7:48But I picked design,
-
7:48 - 7:52because I believe it's one of the most
powerful tools at our disposal -
7:52 - 7:54to improve our quality of life.
-
7:56 - 7:58Thank you, fellow TED design buffs.
-
7:58 - 8:00(Applause)
-
8:00 - 8:04And greatly as I admire the achievements
of professional designers, -
8:04 - 8:07which have been extraordinary and immense,
-
8:07 - 8:09I also believe
-
8:09 - 8:12that design benefits hugely
from the originality, -
8:12 - 8:13the lateral thinking
-
8:13 - 8:17and the resourcefulness
of its rebels and renegades. -
8:18 - 8:22And we're living at a remarkable
moment in design, -
8:22 - 8:26because this is a time when the two camps
are coming closer together. -
8:26 - 8:31Because even very basic advances
in digital technology -
8:31 - 8:35have enabled them to operate
increasingly independently, -
8:35 - 8:38in or out of a commercial context,
-
8:38 - 8:43to pursue ever more ambitious
and eclectic objectives. -
8:43 - 8:44So in theory,
-
8:44 - 8:50basic platforms like crowdfunding,
cloud computing, social media -
8:50 - 8:53are giving greater freedom
to professional designers -
8:53 - 8:57and giving more resources
for the improvisational ones, -
8:57 - 8:58and hopefully,
-
8:58 - 9:00a more receptive response to their ideas.
-
9:01 - 9:05Now, some of my favorite
examples of this are in Africa, -
9:05 - 9:07where a new generation of designers
-
9:07 - 9:11are developing incredible
Internet of Things technologies -
9:11 - 9:15to fulfill Florence Nightingale's dream
of improving healthcare -
9:15 - 9:19in countries where more people
now have access to cell phones -
9:19 - 9:21than to clean, running water.
-
9:21 - 9:24And among them is Arthur Zang.
-
9:24 - 9:27He's a young, Cameroonian design engineer
-
9:27 - 9:31who has a adapted a tablet
computer into the Cardiopad, -
9:31 - 9:33a mobile heart-monitoring device.
-
9:33 - 9:37It can be used to monitor the hearts
of patients in remote, rural areas. -
9:38 - 9:40The data is then sent
on a cellular network -
9:40 - 9:43to well-equipped hospitals
hundreds of miles away -
9:43 - 9:44for analysis.
-
9:44 - 9:48And if any problems are spotted
by the specialists there, -
9:48 - 9:51a suitable course of treatment
is recommended. -
9:51 - 9:53And this of course saves many patients
-
9:53 - 9:59from making long, arduous, expensive
and often pointless journeys -
9:59 - 10:00to those hospitals,
-
10:00 - 10:02and makes it much, much likelier
-
10:02 - 10:05that their hearts
will actually be checked. -
10:05 - 10:09Arthur Zang started working
on the Cardiopad eight years ago, -
10:09 - 10:11in his final year at university.
-
10:11 - 10:15But he failed to persuade
any conventional sources -
10:15 - 10:18to give him investment to get
the project off the ground. -
10:18 - 10:20He posted the idea on Facebook,
-
10:20 - 10:23where a Cameroonian
government official saw it -
10:23 - 10:26and managed to secure
a government grant for him. -
10:26 - 10:29He's now developing
not only the Cardiopad, -
10:29 - 10:34but other mobile medical devices
to treat different conditions. -
10:34 - 10:35And he isn't alone,
-
10:36 - 10:40because there are many other
inspiring and enterprising designers -
10:40 - 10:44who are also pursuing
extraordinary projects of their own. -
10:44 - 10:48And I'm going to finish
by looking at just a few of them. -
10:48 - 10:50One is Peek Vision.
-
10:50 - 10:53This is a group of doctors
and designers in Kenya, -
10:53 - 10:57who've developed an Internet of Things
technology of their own, -
10:57 - 10:59as a portable eye examination kit.
-
11:00 - 11:02Then there's Gabriel Maher,
-
11:02 - 11:04who is developing a new design language
-
11:04 - 11:09to enable us to articulate the subtleties
of our changing gender identities, -
11:09 - 11:12without recourse
to traditional stereotypes. -
11:12 - 11:16All of these designers and many more
are pursuing their dreams, -
11:16 - 11:19by the making the most
of their newfound freedom, -
11:19 - 11:22with the discipline
of professional designers -
11:22 - 11:25and the resourcefulness
of rebels and renegades. -
11:25 - 11:27And we all stand to benefit.
-
11:27 - 11:28Thank you.
-
11:28 - 11:31(Applause)
- Title:
- Pirates, nurses and other rebel designers
- Speaker:
- Alice Rawsthorn
- Description:
-
In this ode to design renegades, Alice Rawsthorn highlights the work of unlikely heroes, from Blackbeard to Florence Nightingale. Drawing a line from these bold thinkers to some early modern visionaries like Buckminster Fuller, Rawsthorn shows how the greatest designers are often the most rebellious.
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 11:44
Brian Greene edited English subtitles for Pirates, nurses and other rebel designers | ||
Brian Greene edited English subtitles for Pirates, nurses and other rebel designers | ||
Brian Greene edited English subtitles for Pirates, nurses and other rebel designers | ||
Brian Greene edited English subtitles for Pirates, nurses and other rebel designers | ||
Brian Greene edited English subtitles for Pirates, nurses and other rebel designers | ||
Brian Greene approved English subtitles for Pirates, nurses and other rebel designers | ||
Brian Greene edited English subtitles for Pirates, nurses and other rebel designers | ||
Brian Greene edited English subtitles for Pirates, nurses and other rebel designers |