full transcript

From the Ted Talk by Michael Bierut: How to design a library that makes kids want to read

Unscramble the Blue Letters

But sometimes cleverness is more imrtonapt than spelling, and I thought this would be one of those instances. So usually when I make these presentations I say there's just one question and the question should be, "How can I thank you, Mike?" But in this case, the question was more like, "Um, are you kinddig?" Because, they said, the premise of all this work was that kids were bored with old libraries, musty old lbraeiris. They were tried of them. And instead, they said, these kids have never really seen a library. The school libraries in these schools are really so dilapidated, if they're there at all, that they haven't bored anyone. They haven't even been there to bore anyone at all. So the idea was, just forget about giving it a new name. Just call it, one last try, a library. Right? OK. So I thought, OK, give it a little oomph? Exclamation point? Then — this is because I'm clever — move that into the "i," make it red, and there you have it, the lairrby Initiative. So I thought, mission accomplished, there's your logo. So what's itenetrisng about this logo, an unendneitd consequence, was that it turned out that they didn't really even need my design because you could type it any font, you could write it by hand, and when they started sending emails around, they just would use sifht and 1, they'd get their own logo just right out of the thing. And I thought, well, that's fine. Feel free to use that logo. And then I embarked on the real rollout of this thing — woikrng with every one of the ahcrtciets to put this logo on the frnot door of their own library. Right?

Open Cloze

But sometimes cleverness is more _________ than spelling, and I thought this would be one of those instances. So usually when I make these presentations I say there's just one question and the question should be, "How can I thank you, Mike?" But in this case, the question was more like, "Um, are you _______?" Because, they said, the premise of all this work was that kids were bored with old libraries, musty old _________. They were _____ of them. And instead, they said, these kids have never really seen a library. The school libraries in these schools are really so dilapidated, if they're there at all, that they haven't bored anyone. They haven't even been there to bore anyone at all. So the idea was, just forget about giving it a new name. Just call it, one last try, a library. Right? OK. So I thought, OK, give it a little oomph? Exclamation point? Then — this is because I'm clever — move that into the "i," make it red, and there you have it, the _______ Initiative. So I thought, mission accomplished, there's your logo. So what's ___________ about this logo, an __________ consequence, was that it turned out that they didn't really even need my design because you could type it any font, you could write it by hand, and when they started sending emails around, they just would use _____ and 1, they'd get their own logo just right out of the thing. And I thought, well, that's fine. Feel free to use that logo. And then I embarked on the real rollout of this thing — _______ with every one of the __________ to put this logo on the _____ door of their own library. Right?

Solution

  1. kidding
  2. unintended
  3. shift
  4. libraries
  5. library
  6. tired
  7. interesting
  8. architects
  9. important
  10. working
  11. front

Original Text

But sometimes cleverness is more important than spelling, and I thought this would be one of those instances. So usually when I make these presentations I say there's just one question and the question should be, "How can I thank you, Mike?" But in this case, the question was more like, "Um, are you kidding?" Because, they said, the premise of all this work was that kids were bored with old libraries, musty old libraries. They were tired of them. And instead, they said, these kids have never really seen a library. The school libraries in these schools are really so dilapidated, if they're there at all, that they haven't bored anyone. They haven't even been there to bore anyone at all. So the idea was, just forget about giving it a new name. Just call it, one last try, a library. Right? OK. So I thought, OK, give it a little oomph? Exclamation point? Then — this is because I'm clever — move that into the "i," make it red, and there you have it, the Library Initiative. So I thought, mission accomplished, there's your logo. So what's interesting about this logo, an unintended consequence, was that it turned out that they didn't really even need my design because you could type it any font, you could write it by hand, and when they started sending emails around, they just would use Shift and 1, they'd get their own logo just right out of the thing. And I thought, well, that's fine. Feel free to use that logo. And then I embarked on the real rollout of this thing — working with every one of the architects to put this logo on the front door of their own library. Right?

Frequently Occurring Word Combinations

ngrams of length 2

collocation frequency
option number 6
unintended consequences 4
robin hood 4
logo put 3
library initiative 2
school libraries 2
guy named 2
long day 2

Important Words

  1. accomplished
  2. architects
  3. bore
  4. bored
  5. call
  6. case
  7. clever
  8. cleverness
  9. consequence
  10. design
  11. dilapidated
  12. door
  13. emails
  14. embarked
  15. exclamation
  16. feel
  17. fine
  18. font
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  20. free
  21. front
  22. give
  23. giving
  24. hand
  25. idea
  26. important
  27. initiative
  28. instances
  29. interesting
  30. kidding
  31. kids
  32. libraries
  33. library
  34. logo
  35. mike
  36. mission
  37. move
  38. musty
  39. oomph
  40. point
  41. premise
  42. presentations
  43. put
  44. question
  45. real
  46. red
  47. rollout
  48. school
  49. schools
  50. sending
  51. shift
  52. spelling
  53. started
  54. thought
  55. tired
  56. turned
  57. type
  58. unintended
  59. work
  60. working
  61. write