To succeed in the game of tennis, you don't have to be the best athlete out there or even out-run your opponent.

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You just have to out-think them.

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A creative mind can be as powerful as a killer ace or as subtle as a deft drop shot, it allows the player to think outside the box, to play beyond the baseline yet operate within the finest of margins. The great players think on their feet and use their intuition to push past the deuce and gain the advantage.

 

I think that design is very much like playing tennis. It isn't about the software, fancy fonts or the latest design style. It's about thinking outside the box, beyond the baseline and adapting to new situations as they arise. It's about honing a technique to the point of perfection, finding a gap on the court, adding a spin and seeking that advantage point.

 

Design is about taking the unconventional route and making the incomprehensible comprehensible. Much like the funky tennis scoring system that seems to make no logical sense, designers follow the not-quite-logical system of creativity:

 

Starting with love.

Seek the advantage.

Game. Set. Match.