Lessons learnt from 40 years as a designer

Even before I went to primary school, I remember drawing. I would copy objects I saw around the house and I had a fascination with mechanical things. By the age of four, I was already drawing cars. I soon realised that someone must design these cars and that someone could be me. There was a point in my teenage years when I decided that I’d rather be a rock star. But when I realised that I actually needed to be able to sing or play guitar I had to face the fact that it wasn’t where my future path lay. So I stuck to cars. 

Forge your own path

I first joined Ford as a placement student in 1978. I remember my first project was a door mirror for an Escort van. I had waited all of my life to design cars, real cars, and now I was finally here in a design studio for a global car maker and I was designing a door mirror. I was so disappointed. Eventually I was promoted to steering wheels. That didn’t live up to my expectations either. I wanted to change the world and instead I was stuck designing a never-ending stream of steering wheels. 

I had to take my future into my own hands so I learnt to keep my eyes open to what was going on around me. When I spotted projects that other people weren’t interested in, I jumped at them. Performance cars were considered a side project for Ford and many of my colleagues didn’t see the potential in them. I put myself forward and before I knew it I was working on the RS200 Rally Car. I gained a name for being the go-to guy for competition cars and all because I’d put my hand up and volunteered for something that other people didn’t see the value in. 

Expand your horizons - literally

As a young man I wanted to travel and see the world. Ford had another department in Germany which designed exteriors. I was really keen to go and persisted until eventually I was sent out to Germany. Over the next few years I travelled to Japan, Australia and Turin, where I was made the manager of the Ghia design studio. 

In those days we didn’t have social media so other countries were a much bigger mystery. Socially each country was much more different then than it is now. Experiencing the way other people work and approach things in different countries was something that I learnt a lot from. It’s so important to open your mind to the fact that people are allowed to be different. We need to rejoice in those differences. 

That being said, I also learnt that people are still people, and no matter what, you do go into certain countries with a number of subconscious preconceptions (although not necessarily bad ones). When you actually get to know people personally, we are all very similar. We have the same aspirations, the same thoughts, the same desires and the same fears.

Patience is overrated 

Benjamin Franklin said “Life’s great tragedy is that we get old too soon and wise too late”. I’ve always believed that strong words spoken softly can have an impact, but I find that in corporate life you sometimes have to shout before people pay attention. Even at a young age, you have a voice and people will listen to you. I am proud of pretty much everything I’ve done but I just wish I’d done it sooner. Looking back, I would be more assertive, rather than persuasive. In the world of design, our job is to innovate and sometimes that means people don’t agree with you. We strive to be the first. If you think something is wrong, say so. Don’t wait for someone else to say it for you. Be the first. Break the mould. Time is valuable; don’t waste it. 

Face your fears

Success is not something that will land in your lap. You have to fight for it, break past your comfort zone and put yourself in situations that can be scary. For me, that fear was public speaking. I was always very shy. I couldn’t speak to more than about three people at a time and I certainly couldn’t talk in front of a camera. 

When I arrived at Jaguar I realised that public speaking would be a big part of my role, even just amongst my own team. Overcoming that fear is one of the biggest challenges I’ve faced professionally. It was a case of perseverance and forcing myself out of my comfort zone, even though I did so with absolute trepidation. Even now I still get nervous, but I’ve learnt to enjoy those nerves. 

Facing up to those fears will give you the courage to handle any challenge you come across. If you want something enough, that determination and desire will give you courage to push through even the scariest of times.

Listen and learn

When I started I thought I knew the answers to everything and then I realised that I knew very little. I know so much more now, but that is through listening and learning from other people. I’m a much better listener than I used to be. You have to swallow your pride, look at yourself in the mirror and say “I do not know everything”. Admit that and you’re half way there.

Everyone you meet knows something you do not; from the most senior director to the youngest and most inexperienced child. If you listen to them, and seek to understand what they are telling you, you will become a much better person with a lot more knowledge. It doesn’t matter who you are or how senior you might be, if you are a bad listener, you will remain ignorant to the world around you. 

In my experience, it is the quiet leaders who are able to listen, that ultimately make the best decisions based on the advice and experience of those around them. 

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Even now, I still have a lot to learn – you never stop. Being open to new ideas and new experiences is so important, not just in design but in all business. We are in a world that is rapidly changing and we need to work together to try and keep up. Life is one big lesson so hold on and enjoy the ride. 

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