I have told this story many times: I became interested in fashion magazines with a 1989 issue of Studio Collections. In fact, it was its fifth anniversary issue. I really liked the typesetting, photography and print quality. I was probably one of the few people disappointed when they went to desktop publishing and the typesetting quality deteriorated in the 1990s.
No such problem at Brogue (well, British Vogue) in 1991, which was still put together the old way. Coincidentally, my first issue of this venerable title was also an anniversary one, namely its 75th. Linda, Christy and Cindy were known to everyone, even young straight boys like me (actually, especially young straight boys like me). Here the visuals and the article quality were influential, and I had grown up reading largely British car magazines, such as Car and Autocar (though I began with Temple Press’s Motor in 1978). The British way of writing resonated with me and it was familiar territory.
My journey in this world, therefore, began eight years before I started Lucire, and the ideas had brewed for some time.
Yesterday we uploaded three articles from 1998 and they were quite terrible. I might have known what the benchmark was from the late 1980s and early 1990s, but we sure didn’t hit it in our writing a year after we started. I like to hope that we have since got there.
Someone shared Phil Knight’s 10 steps in business for Nike, when it was a fledgling enterprise back in the 1970s. I had seen this a long time ago, in the late 1980s, and even used to share it with my students in 1999–2000. I hadn’t seen it since.
They are aggressive and macho, which probably ties quite well in with Nike and its early days (John McEnroe was more than a suitable ambassador). They probably lend themselves quite well to sportswear. But a few of these are universal in business.
I like (7): ‘Your job isn’t done until the job is done,’ and the third of the eight ‘Dangers’: ‘Energy takers vs. energy givers’. Bureaucracy, naturally, heads that list of dangers, and rightly so.
You should ‘Assume nothing’ (5).
I don’t know if they still follow these tenets, but some definitely remain relevant.