The book is for people who want to write about design.

The habitual writer knows the desire to write, just as the designer yearns to design. As Joseph Epstein says in his essay on solitude (“Alone Again, Unnaturally”), there is a category of writer who feels “less than fully alive when not writing”. This can be transposed into the world of architecture and design, and I have known many practitioners who felt ‘less than fully alive’ when not in harness, at the drawing board, pencil in hand - either literally or figuratively.

What is the book about?

This book teaches how to write about design. It also explains why you should.

Why write about design?

Why tell stories about design? Clarity of purpose promotes a clarity of outcome.

Clarity of outcome is of enormous benefit to your creative work. More to the point, and this is where the book gets down and dirty, clarity of outcome is of enormous benefit to your business. Your ability to sustain it, grow it, find new buyers, and keep your existing buyers coming back to you.

What is the story of your work?

The book teaches the reader how to tell stories about design because communication isn’t everything, but everything you do must be communicated to find its cohort of supporters, champions and buyers. The book will make the case that design storytelling is strategy: for creativity and art, but also for business and the bottom line.