"Successful collaboration, in your mind, could be that your opinion is the most valuable and becomes the prevailing sort of direction," says [Jony] Ive. "That's not collaboration." Sam Grobart, "One Direction," in BLOOMBERG BUSINES WEEK, September 23, 2013
Jony Ive is iconic in design circles. As well he should be. He headed the team effort which produced the look and feel of the iPhone, among other amazing Apple products. So, it was a little surprising to bump into his notion of collaboration as really a communal effort.
All this time I assumed that he allowed an idea to filter in now and then. Otherwise Ive would rule with a well-earned dogmatism. No way.
Increasingly we speechwriters and ghostwriters are being pulled into rooms of co-creators. Sure, the buck stops with us when it comes to actually putting together the product. But we are brought in to listen to all the ideas bubbling up in the groups. And not just politely.
That's a radical shift from meeting with the client, getting input, and producing a first draft. The most brutal adjustment is being open. Most of us got to where we are by being closed systems. We took in what the executive wanted. The output we produced was the speech, presentation, article, opinion-editorial, white paper, or blog. And that was that.
Now that is not that any more. Clients intend for the end product to be the living breathing result of collaboration.