You know I’ve got a saying that part of my
job is to create order out of chaos but first of all you have to create chaos to be creative.
You have to throw all caution to the wind and that’s how I work, that’s how I hopefully
inspire my team. The Jaguar story when I was growing up was
about cool racing cars that rock stars and footballers drove. They were modern cars,
they were dynamically fantastic, they were fast and thats the Jaguar I fell in love with. Since the early 70s Jaguar kind of fell into this period of retrospective tradition and
it took their customers with them and so when I was offered the job of Jaguar Design Director
I thought well I’m going to get us back to where we rightfully belong. A big part of my job is to capture the spontaneity of the original idea and to see it as something
that has life in it, something that really has a sense of emotion, added value that other
things don’t have. It’s not necessarily something you can measure, it’s something you feel inside.
And it’s to hold on to that spontaneity through the whole process of turning that into reality.
And also for the company to make, to make it legally, and to sell it at a profit. And
all that comes into play when you are designing something The fun part is the creative part. The end result is reality. You must never lose sight
of that and I enjoy that journey. I went through an era in the 60s where if
you wanted to be a creative designer, especially a car designer, it’s very difficult to find
that path. What I didn’t know then that I should of realised, you turn all this knowledge
and this understanding and this attention that you get into something positive. Rather
than struggle through it turn it into something you can make work for you and I think the
education system now is probably much more flexible to that end certainly than when I
was in school. I think somebody who may be remotely interested
in design at all should go and find out the world of creativity. Go into depth of what
design is about, understand it, love it, live it, go into college or university with an
open mind and find out where it takes you. I’ve got a great belief that once you learn
how to be creative and put that process into place from chaos to order you could apply
it to anything. You really could.