“What happens is people - especially, I think, audiences in the United States - people confront new things a little bit afraid. It's like when you're a kid and your mother puts something on your plate you never ate before. I think that American audiences are very much like that, and when they can accept something new they can accept the next new thing, it's incredible. And what happens is that their expectation of what things should be is elevated, and that's really terrific for us.” PeopleThinkingShouldLittlesStatesHappensKidsMotherNextBitsUnitedAcceptingUnited StatesAudienceLittle BitExpectationsIncrediblesSomething NewNew ThingsPlatesTerrific Author:Paula Scher
“I never thought I'd be able to design all the things I've been able to design. I thought that I'd be far more limited to a specific kind of work, and I've been able to establish an incredibly broad practice in all different ways, and it's because the expectations have gotten elevated.” WayKindDifferentAblePracticeDesignExpectationsDifferent WaysBroads Author:Paula Scher
“My fear is that when you become an expert in anything then the expectation somehow makes you ordinary, in a way, because you become the firm that does that, or you become the person that does that. You really need to change the form to make the discovery.” WayNeedsPersonsDoeFormOrdinaryExpectationsDiscoveryFirmExpertsNeed A Change Author:Paula Scher
“Whatever you design[/make/build], use it to raise the expectations of what can be achieved” UseDesignExpectationsRaises Author:Paula Scher
“The goal of design is to raise the expectation of what design can be” GoalDesignExpectationsRaises Author:Paula Scher
