“A market is never saturated with a good product, but it is very quickly saturated with a bad one.” Henry Ford
The idea of saturation has become a defining feature of modern life. But when does abundance tip over to a point where it is no longer tenable? Clearly, Henry Ford made a salient point in his observation that saturation has the potential to precipitate a limited capacity for imaginative invention and worst of all complacency.
Clearly, there is an irony in the idea that we constantly strive for more but are rarely comfortable with reaching full capacity. Thus saturation is often a precursor to change and as such can be both cathartic and invigorating. With all this in mind, it makes perfect sense to periodically strip back everything, simplify and start again. This creates endless possibilities and the required space to explore our thoughts and ideas with a fresh perspective. It is only then that it becomes feasible to create something distinctive.
Thankfully, design and the arts provide a sanctuary where it is possible to challenge established methodologies and create something truly unique. More specifically there are no limits to what can be achieved with a blank piece of paper and a pencil or even a simple conversation and sharing of ideas. Often this rudimentary approach creates a fertile space for regeneration and new growth that may in some way address Henry Ford’s lament on the matrix of saturation.