AND THEY’RE NOT THE ONLY ONES.

“First sentences are doors to worlds” wrote Ursula Le Guin.

They create a sense of intrigue, distinct to any other.
Otherwise why would you read on?

They prod at the door of curiosity.
Inspiring thought and provoking a sensation of what might come.

And while those first few words can inspire desire to read on,
the rest of the story needs to deliver.

There’s a parallel, I see, in designing product.
Integrating an essence that captures the imagination.

More than a USP.
More than a tie-up with celebrity.

It’s about creating a spark.
A spark that delights and delivers.
Something unique that tells a story.

From the thread of ideas to the sources of inspiration,
to the materials chosen and the place of their creation.

To the colours and textures,
and the patterns
of play.

To the prices we hold
and the values
they convey.

If your product had an opening line,
what would it be?
And where would the story go?

All shoes are stories.
And they’re not the only ones.