And then this guy chimes in.
He’s been in the meeting and
kind of loses patience with us.
RA HMAN: He was basically like,
When are we gonna put the
crayons away and do real work?
[Laughter] And I was like, “Yeah,
I don’t think it’s gonna work out
for you here.” That was sort of
just the wrong way to think
about the product experience.
We care about the debossing
and embossing, the matte, the
shiny—all of the different iterations of black and how they
interplay when you do black on
black. And it was important to
us that we were sweating that
detail for the experience. We
weren’t doing it because it was
fun. It’s not fun. I mean, it’s fun
when you get to a great outcome, but it’s work.
BÉH AR: We had this big vision
that design was going to be central, and we discovered that in,
like, the first three, four times
that we met.
RA HMAN: We have that shared
passion. It is a marriage, I guess,
right? I think it starts with a
deep level of trust. We are able
to have the honest conversation,
like, “Hey, ya know what? That
doesn’t work. Can we do better?”
BÉH AR: Hosain is the model for
the kind of partner I would look
for to make anything.
RA HMAN: Thank you. I feel the
same way. —Mark Wilson
TO US THAT
B ÉH AR : We should tell the
story of that meeting, if you’re
comfortable telling it, where . . .
B ÉH AR : There was a meeting
about five, six years ago when
we were in a room with a person
who is no longer at Jawbone,
who was sort of an executive.
We had a meeting about the
color black. We were about to
ship a product, and we had
RA HMA N: We were looking
B É H A R : We had spent about
45 minutes with the product
and the packaging. This is a
really important thing—how
do all of the different pieces of
the experience need to be fused
into a cohesive whole? But we
were looking at packaging and
the product, and we were talking about the color black and
whether it was the right color
black and whether we had more
work to do there and blah, blah,
blah. . . . But we had been arguing about this for quite a while.
From headsets to personal
data sensors, Jawbone has built a
distinctive consumer brand by
putting design first.
Creative Director, Jawbone
HOSAIN RAHMAN CEO, Jawbone
YVES BÉHAR CEO, Fuseproject;
OCTOBER 2013 FASTCOMPANY.COM 97
Rahman, left, and Béhar