Typically, I hate William Safire’s essays. He’s a pedantic blowhard who has a remarkable ability to take the joy out of language. Still, he can raise some interesting points, as he does with his recent take on “transformative.”
That word has been on my mind lately, as it crops up in business-and-design discussions. Chip Conley’s latest book, PEAK, encourages businesses to aim for transformative experiences (for their customers, employees, and investors). IDEO has a Transformation Practice that aims to help companies change the way they behave when bringing products and services to market. I’m sure I’ve heard it elsewhere recently, too (though I can’t remember specifically where).