TOBM.9 - Picasso's Napkin

The best designers are artists.

Welcome to the ninth edition of TOBM!

In this editorial, we will be sharing previews and full chapters of The Orange Book of Marketing with some commentaries and highlights.

Learn more about the book by clicking this link.

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IX - Picasso's Napkin

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There's a saying by Tobias Vans Schneider, the lead designer of the NASA's Mars mission brand, that goes like this: "Not all designers are artists. In fact, most designers aren't artists, and that's perfectly fine. But the best designers are indeed artists.". Picasso's Napkin story is about the true price of creativity and how it directly relates to your self-worth as a creative professional.

Picasso had one particular thing in common with some of us. He liked coffee. Hey, are you drinking some coffee now? That is very Picasso of you.

Due to that, he used to hang out in cafes around Barcelona. Sometimes in search of some peace of mind and inspiration, sometimes to meet with some artist friends. On this particular day, of a particular month, of a specific year in a particular bohemian corner of beautiful and sunny Barcelona, Picasso decided to get to know this new humble cafe that had just recently opened its doors, he picked a table in the very corner and there he stood in peace thinking about life while sipping a delicious, aromatic and earthy cup of coffee. ​​Some peace he wanted, some peace he didn’t find. At a given moment a fan of his spotted him on the corner and couldn’t lose that opportunity to meet such a famous artist that she loved so much. She approached him, and this is how a bird told me it played out: