Steve jobs and his leadership Essay Example | Topics and Well Written Essays - 500 words

Steve jobs and his leadership - Essay Example Being an undergraduate and a college drop-out, he has managed to bring out the best in him and has made it to the top. His persistence, dedication and thirst for knowledge, just to name a few, are the ones that brought him to where he is now. Being a leader in innovation, his hunger for new ideas and turning them into reality is one of the so many reasons he has made a great legacy to leave to us. Not that I don’t like to finish my schooling and follow his footsteps, I admire his dedication and persistence that would eventually lead me to some place that would give me an attractive view as I look back. Knowing that my heart and instincts will eventually lead me to a moment when I will be able to connect all the dots and see that I have gone through a wonderful life, as Jobs said in his 2009 speech to the graduates of Stanford. http://www.ted.com/talks/steve_jobs_how_to_live_before_you_die.html Name 3 I may be sure now of what I would like to be in the future, but in case thing s don’t turn out as expected, just like with his exit with Apple 26 years ago, I would like to have his never-ending will to go through all unseen hurdles in life and succeed. One of my values in life is I’d like to become the catalyst of change I wish to see.

The importance of public policy

The importance of public policy INTRODUCTION Public policy refers to the action or inaction of the government on an issue(s) (Thomas 2001 cited in Buse et al 2005). It sets hierarchy by carrying out the choices of those with the command of authority in the public. This makes public policy change very complex as various individuals, organisations and even the state have conflicting interest and capacities. There is therefore the need for coherence of interest/capacities in an attempt to effect a change (Colebatch 2002). AIM: The aim of this paper is to explain the strategies that would be used to effect a change in public policy on road safety in Nigeria. Health Issue and Public Health Importance: Road Traffic Collision (RTC) is a major public health issue globally. It is defined as personal injury resulting from collision of a vehicle with another vehicle(s) or a pedestrian, occurring on the public highway or footways (Worcestershire County Council 2010). The Situation Globally: RTC accounts for over 1.2 million deaths with about 20 to 50 million non fatal injuries (a major cause of disability) occurring annually. It is the 9th leading cause of death globally and is estimated to rise to be the 5th leading cause of death by year 2030 (with about 2.4 million fatalities per year) out ranking public health issues like tuberculosis, HIV/AIDS (presently the 5th leading cause of death) and diarrhoea diseases (WHO 2008). This means that by the year 2030, RTC will be perceived as deadly as HIV/AIDS is today, if urgent action is not taken. The global losses due to road traffic injuries are estimated to cost about 518 billion USD, costing the government between 1 3 % of its gross national product (WHO 2009a). Nigeria: Nigeria is Africas most populous country, with an estimated population size of about 151,319,500 (World Bank 2010). It is one of the 10 countries with the highest Road traffic death rates in the world (WHO 2009a). RTA is the commonest cause of death from unintentional injuries/ public violence in the country (Nigeria Watch 2007). Usoro (2010) stated that there are about 30,000 accidents with about 35,000 casualties occurring yearly. About 90 persons are killed or injured daily and about 4 persons dies or get injured every hour from RTA. He argues that the figures are underestimated because of poor reporting and poor recording of road accidents in the country. Low socio economic groups have been found to be at higher risk of road traffic injuries (Thomas et al 2004) and they are less likely to have the capacity to bear the direct or indirect cost related to RTA. They are faced with more poverty burden as they lose their bread winner; lose earnings while caring for the injured or disabled, the cost for funeral and prolonged health care (DFID 2003). RTC has its greatest impact among the young and is the third leading cause of death between ages 5 45years (WHO 2009) with a reduction in the Countrys productive force, further worsening the economic situation, thus affecting the country achieving its MDGS 1 AND 4. The major causes of RTC in Nigeria are; high speed, alcohol, bad roads, poor vehicle conditions etc (Usoro 2010). Although there is limited literature to show the different percentages of the causes of RTC in Nigeria, high speed is most implicated in low income countries (WHO 2009). Studies have shown that a 5% increase in average speed can result in approximately 20% increase in fatal crashes (Transport Research centre 2006) and with a 1mph reduction in average speed there is a reduction in accident injuries by 5% (Finch et al 1994). The introduction of speed cameras in the Isle of Wight, UK resulted in an 83% reduction of speed on the island (Environment and Transport select Committee 2004). Reducing speed has also been shown to have positive effects on health outcomes e.g. reducing respiratory problems associated with health outcomes (Transport Research Centre 2006). There is therefore urgent need for action to prevent this future pandemic. PROPOSED CHANGE (POLICY CONTENT): Introduction of speed cameras and enforcement of speed limits on Nigerian roads. Enforcement of speed limits via mobile cameras has been shown to be the single most effective strategy for reducing fatality from RTC (Chisom and Naci 2008). It is thus most rational among other rational strategies but has to muddle its way through the policy process. Hence the nature of change follows the mixed scanning model. For better understanding of the complex multifaceted nature of policy making, the proposed policy change is seen as passing through a process taking place in a particular context influenced by the participants/actors (the policy analysis triangle) (Buse et al 2005). THE POLICY PROCESS: The policy process can be broken down into series of stages called the ‘stages heuristic (Sabatier and Jenkins-smith cited in Buse et al. 2005).It provides a theoretical framework for understanding the times and places where tactical approaches can be applied to influence policy change (Buse et al 2005). Before going on with the policy process, it will be worthwhile understanding the countrys policy context as this will assist in shaping the process. THE NIGERIAN POLICY CONTEXT: The proposed health policy change can be affected by the following contextual factors (Leichter 1979): Situational factors: This includes the increasing wide spread public awareness and burden caused by RTA in the country as stated above. Cultural factors: There are about 250 ethnic groups (Hausa, Igbo, Yoruba been the major ethnic groups) in Nigeria. The major religions are Christianity, Islamism, traditional beliefs. These major religious and ethnic groups are the most politically influential and most populous in the country (CIA 2009). Most people believe that road accident is spiritual and is caused by evil spirits (Sarma 2007). Hence the religious leaders, traditional/ethnic group leaders will play an important role in convincing their followers and improving ownership for community support and policy implementation success. International factors: Road safety issues have increased in momentum on the global agenda (termed the decade of action) with an ambitious target to reduce road fatalities by year 2020. It is supported by international bodies such as WHO, WB, DFID, FIA foundation and other UN organisation (Commission for global road safety 2009). These bodies will thus have an impact on the formulation of policies, funding, dialogue, planning, and advocacy guidelines for any country embarking on a road safety policy initiative. Structural Factors: (a) Political system: Nigeria is a democratic federation with levels of authority expressed at the federal, state and local government areas. There are 36 states and the federal capital territory, 774 LGAs further divided into 9555 wards (the lowest political unit in the country). There are 3 arms of government, the Executive arm, Judiciary and the Legislature at the federal and state levels. The legislative arm comprises of the upper house (the senate) and the lower house (the House of Representatives) elected from the state senatorial districts and the constituencies respectively. Each state has an elected governor, the house of assembly, an executive council with powers to make laws. Each local government area has an elected executive chairman and an elected legislative council of members from electoral wards. The state government has substantial autonomy and control over the allocation and utilization of their resources (WHO 2009b). The Federal Road Safety Commission: This is the lead agency that regulates, enforces and coordinates all road safety management activities at both the national, state and LGA level through their special marshals (Volunteer arm) and regular marshals (Uniformed). They play a major role in determining and enforcing speed limits for various types of roads and vehicles (FRSC 2010). They receive assistance from the police, civil defence corps, NGOS etc. (b) Civil societies, NGOs form e.g. RAPSON, APRI, SAVAN, and interest groups are key actors in public policy making and can participate at the committee stages of how a bill becomes a law. (c)Socio economic situation: Nigeria is classified as a low income group country with a gross national income per capital of $930 (WHO 2009a).This can affect getting the road safety policy on the agenda among many other competing health issues. To the ease the policy issue from the agenda setting to implementation and evaluation, a stakeholder analysis is very important. STAKEHOLDER ANALYSIS: It helps to key Actors; assess their interest, power, alliance, position and importance in relation to the policy. It will help to identify and act to prevent misunderstanding and opposition to the policy (Schmeer 2000). AGENDA SETTING: This step involves getting the issue onto the policy agenda from among other issues that can potentially be of interest to policy makers (Buse et al 2005). Kingdon (1984) proposed that policies get on the agenda through 3 independent streams (problem, politics and policy stream) which converge at a point called the policy window. This is the point a policy change is most likely to occur. Mobilising the Media: McCombs and Shaw (1972) first developed the agenda setting theory, showing a strong correlation between media agenda and the public agenda on US presidential campaigns in 1968, 1972 and 1976. The media, been successful in telling the public what to think about (University of Twente 2004), will be mobilised to influence the publics opinion and consequently the government through TV and radio programmes/ News, News papers and articles from professional bodies with emphasis on the magnitude and possible solution to reducing the mortality from road traffic accidents. Restriction can also be made to misleading adverts which will encourage speed. Personal experience of RTC (direct or indirect) could be a more powerful teacher than the media (University of Twente 2004) but both will complement each other in improving the public agenda and subsequently the policy agenda. POLICY FORMULATION AND ADOPTION: This involves the steps taken after the issue is placed on the agenda up till when it is implemented. This part of the process strongly lies in the domain of the legislators which determines how a bill becomes law and is implemented as shown below: Formulation Strategies: To keep the issue on the agenda through this stage, there is need for: Continuous campaigns and Advocacy: Grassroots lobbying (mobilizing the public to contact legislators or other policy makers about the problem) and Direct Lobbying (Phone calls, writing of letters, face to face interactions), Mass Support by attending committee meetings, Informing international stakeholders that the issue is on the agenda, Bargaining for supporters from the legislators to improve Alliance. POLICY IMPLEMENTATION: This involves the process by which a policy is turned into practice (Buse et al 2005). The bottom -up approach (Lipsky 1980) will be a very good approach for the implementation such that there is flow of information from the implementers to the policy makers. However, attempt will be made to include the top-down approach in order to minimise deviation from the intended policy outcome. The implementation process would require time and resources and should be a gradual process. It would be worthwhile having a pilot project in an area identified by researchers to have a high mortality from RTA before implementation at a National level. Initial rapid needs assessment: The road safety system would be assessed to find out what is needed. The team should include; the police, road safety commission, researchers, health economist, NGOs, the NURTW, Volunteers, medical teams, Health policy analyst, the media, ministry of transport, support from developmental partners, community/religious leaders and involving the government at all levels. The assessment will provide scientific, managerial and technological functions of the policy from planning to evaluation. On identification of the specific needs, the implementation work plan will be drawn. Community/religious leaders will play a key role in advocating within their communities/religious groups in convincing their followers that RTC can be prevented and is not spiritual. Implementation schedule: Legislation to specify speed limits applicable to different types of roads. Identifying strategic check points which should be areas identified to have a relatively high RTC resulting from high speed. Random positioning of the team to monitor vehicle speed with the mobile speed cameras Fines to be paid by violators will be fixed and revenue generated be used for maintain and purchase of speed cameras. License suspension of violators who violates the law over a specific number of times as will be stated. The use of publicity to inform the public on the new law, its benefits and penalties. EVALUATION AND FEEDBACK: Buse et al (2005 p) defines evaluation as research designed specifically to assess the operation and or impact of a programme or policy in order to determine whether the programme or policy is worth pursuing further The engineering model suggests that ideally there should be a direct relationship between research findings and policy decisions but however this is completely not applicable as there tends to be gaps between the two communities. Advocacy coalition is needed to reduce this gap and should include improving the knowledge of policy makers by providing a range of different research reports via the media, conferences and seminars, ensuring that major policies have evaluations built into their budgets and implementation plans and establish intermediate institutions to review research and determine its policy implications e.g. NICE in England and Wales (Buse et al 2005). The evaluation process will involve the use of the formative evaluation (qualitative-observations, semi-structured interviews, focus groups, progress reports) at the early stage to provide advice to policy makers. It may then be used to modify and develop the program. It will also involve the use of a summative evaluation (quantitative- morbidity and mortality rates) which measures outcome and the extent to which the programme has met its objectives. Evaluation of the performance: Speed limit enforcement will also be done at the micro, meso and macro levels. The micro level will include accessing performance of the teams at the district levels, the effectiveness of the enforcement protocols used, the level of corruption and any implementation gaps. The meso level will include accessing performance at the organisation level which will include the time taken to attend to offenders when referred to the road safety centres, and their role assisting and supervising the team at the district level. The macro level: this involves accessing financing of the programme and its function at the national or international level. CONCLUSION: The policy process is a cyclical process occurring in the environment of a changing political context. There is thus the need for continuous advocacy coalition networking, monitoring and evaluation at all times. However, other causes of RTC such as bad roads, drinking and driving which are not fully implemented in the country should not be neglected as future plans should be made to further reduce the burden of RTC to the barest minimum. The implementation of the mobile speed cameras and speed limit enforcement will help reduce RTC mortalities and disabilities, improve research and also quality of life thereby unlocking growth and freeing resources for use on other health concerns with the view of achieving the MDGs. References: Aeron-Thomas, A., Jacobs, G.D., Sexton, B. 2004. The involvement and impact of road crashes on the poor : Bangladesh and India case studies [Online]. Available at: www.grsproadsafety.org//The%20Poor_final%20final%20report.pdf. [Accessed: 9 March 2010]. Buse, K., Mays, N. and Walt, G. 2005. Making health policy. Maidenhead: Open University Press. Central Intelligence Agency (CIA). 2009. The world fact book- Nigeria [Online]. Available at: http://www.cia.gov/library/publication/the -world-factbook/print/ni.html. [Accessed: 23 February 2010]. Commission for global road safety. 2009. A decade for action for road safety: a brief planning document [Online]. Available at: www.makeroadssafe.org/publications//doa_booklet_v2.pdf. [Accessed: 24 February 2010]. Department for International Development. 2003. Guildlines for estimating the cost of road traffic crashes in developing countries [online]. Available at: www.transport-links.org/transport_links/filearea//1_807_R%207780.PDF. [Accessed: 9 May 2010]. Devon and Cornwall Police. 2009. Road collision unit: definition of road traffic collision [Online]. Available at: http://www.devon-cornwall.police.uk/Traffic/CollisionUnit/Pages/default.aspx. [Accessed: 22 March 2010]. Donabedian A. 1978.The quality of medical care. Science(200), p.856-164. Federal Road safety corps. 2010. Vision, mission and statement [Online]. Available at http://www.frsc.gov.ng/vision.php. [Accessed: 22 March 2010]. Finch, D. J., Kompfer, P., Lockwood, C. R, et al. (1994). Speed, speed limits and accidents, TRL Project Report 58, TRL, Crowthorne. Jagaba, A. 2009. How a bill becomes law: an example of ICPC act [Online]. Available at: www.snsn.com.ng//50-how-a-bill-becomes-lawan-example-of-icpc-act-. [Accessed: 11 March 2010]. Lipsky, M. 1980. Street level bureaucracy: dilemmas of the individual in public services. New York: Russell Sage Foundation. McCombs, M., and Shaw, D. 1972. The agenda-setting function of the mass media. Public Opinion Quarterly (36), p 176-185. Nigeria Watch. 2007. First annual report on public violence 2006-2007. France: Institut de recherche pour le dà ©veloppement). Oxford University Press. 2010. English language teaching: bill [Online]. Available at: http://www.oup.com/oald-bin/web_getald7index1a.pl. [Accessed: 10 March 2010]. Policy and Nutrition. 2010. Obesity [Online]. Available at: http://courses.washington.edu/nutr531/lectures/Policy07.ppt. [Accessed: 10 March 2010]. Rosaler, M. 2005. Measles. New York: The Rosen Publishing Group. Sarma, A.B. 2007. Beliefs and Character: Theology and Ethics of Road Safety in Nigeria [Online]. Available at: www.tcnn.org/index_files/sarma.html. [Accessed: 11 March 2010]. Savan demographic map www.savan.org/diary_big.html. Schmeer, K. 2000. Stakeholder analysis guidelines: section 2 of policy toolkit for strengthening health reform. Partners for Health reform. Washington DC World Health Organisation. 2008. The global burden of disease: 2004 update [Online]. Available at: www.who.int//global_burden_disease/GBD_report_2004update_full.pdf. [Accessed: 8 March 2010]. World Health Organisation. 2009. Global report on road safety: time for action [Online]. Available at: http://whqlibdoc.who.int/publications/2009/9789241563840_eng.pdf. [Accessed: 7 march 2010]. World Health Organization. 2009. WHO country cooperation strategy 2008-2013, Nigeria [Online]. Available at: www.afro.who.int//3340-country-cooperation-strategy-nigeria-2008-2013.html. [Accessed: 12 February 2010]. World Bank. 2010. World development indicators: population, Nigeria [Online]. Available at: www.google.com/publicdata. [Accessed: 10 March 2010]. Zaal, D. 1994. Traffic Law enforcement: a review of the literature [Online]. Available at: http://www.monash.edu.au †º MUARC †º Reports and brochures. [Accessed: 11 March 2010].

The Elusive Term :: Essays Papers

The Elusive Term The word "ring-giver" is slippery because it does not stick to its logical meaning. Once researched and defined, it is known that a ring-giver is a king or overlord. Not just a king can be called a ring-giver. A person in an administrative position can be referred to as a ring-giver. The thanes who received this award of arm-ring or neck-ring proved their battle-worthiness and were held in high respect by their kinsmen. Therefore the warriors kept close watch of their rewards. After research, one also finds the term "ring-giver" is a kenning; or Anglo - Saxon metaphor. Ring-giver is an elusive word. Separately, "ring" is defined as an ornamental circular band worn on a finger, and "giver" is defined as to hand over something. Putting those two definitions together, ring-giver implies the act of giving rings. However, this is not at all the case. A ring-giver is a king or overlord. Someone in power is also referred to as being the ring-giver. In the Norton Anthology we read "in heroic poetry at least, a principal form of currency was the gold arm ring; which had the advantage of being valuable, portable and showy; hence the king always being referred to as 'ring-giver.' " (28). Although it was usually the king who was given the name "ring-giver," anyone in power, could be given the title. In the "Grendel, Beowulf's most famous enemy" site, we see another occurrence of a ring-giver being born: "When the retainers [soldiers] returned from battle, they were expected to turn over their bounty to their chief, who would then redistribute it according to the performance of each retainer during battle. Thus, we often find the dryhten [overlord] being referred to as the 'gold-giver' or 'ring-giver.' Usually the king had the power to distribute bounty or rewards, but here we see that anyone in the leadership position might have been given the illustrious title of "ring-giver." The king or overlord gave out arm-rings or neck-rings to promote valor and fighting for land and king. The individual who received the ring was honored by his fellow soldiers. These rings worn on either arm or neck, gave the wearer recognition and instant envy in others. They were symbols of strength and courage; there must have been many attempts to steal such objects of monetary and social value. However, it is doubtful that the brave men who received such awards ever gave the opportunity to lose their trophies.

Stefan’s Diaries: Origins Chapter 13

I walked back to my room, unsure what to think. Vampiros. Vampires. The word sounded wrong, no matter what language it was in. Coyotes. That was a word that made sense. After all, a coyote was just like a wolf, a wild animal drawn to the confusing tangle of the deep Virginia woods. If Rosalyn was killed by a coyote, it would be tragic, but understandable. But for Rosalyn to be killed by a demon? I laughed, the sound coming out like a short bark as I strode into my bedroom and sat with my head in my hands. My headache had returned with renewed vigor, and I remembered Emily's request that I not eat Cordelia's cooking. On top of everything else, it seemed the servants were turning on each other. Suddenly, I heard three soft raps on the door. The sound was so slight it might be the wind, which had shown no sign of stopping since we got back from the woods. â€Å"Hello?† I called hesitantly. The raps started again, more insistently this time. On the other side of the room, the cotton curtains blew violently in the wind. â€Å"Alfred?† I called, the hairs on the back of my neck standing up. Father's tale had definitely affected me. â€Å"I won't be needing dinner,† I called affected me. â€Å"I won't be needing dinner,† I called loudly. I grabbed a letter opener from my desk and held it behind my back as I headed cautiously toward the door. But just as I placed my hand on the doorknob, the door began to swing inward. â€Å"This isn't funny!† I called, half hysterical, when all of a sudden, a figure in pale blue slipped into the room. Katherine. â€Å"Good, because humor has never been one of my strong points,† Katherine said, her smile revealing her straight, white teeth. â€Å"I'm sorry.† I blushed and hastily dropped the letter opener onto the desk. â€Å"I'm just †¦Ã¢â‚¬  â€Å"Y ou're still recovering.† Katherine's brown eyes locked with my own. â€Å"I'm sorry to startle you.† She sat down on the center of my bed, pulling her knees up to her chest. â€Å"Y our brother's worried about you.† â€Å"Oh †¦,† I stammered. I couldn't believe that Katherine Pierce had come into my bedroom and was sitting on my bed, as if it were perfectly normal. No woman, except my mother and Cordelia, had ever been in my sleeping chambers. I was suddenly embarrassed by my muddy boots in one corner, the pile of china dishes in another, and the Shakespeare volume still open on the desk. â€Å"Do you want to know a secret?† Katherine asked. I stood at the door, clutching the brass doorknob. â€Å"Maybe?† I asked hesitantly. â€Å"Come closer and I'll tell you.† She beckoned me with her finger. Townspeople were scandalized if a couple went walking to the Wickery Bridge without a chaperone. But here Katherine was without a chaperone–or stockings, for that matter –perched on my bed, asking me to join her there. There was no way I could resist that. I gingerly sat on the edge of the bed. Immediately she flipped onto her hands and knees and crawled over to me. Pushing her hair over one shoulder, she cupped my ear with her hand. â€Å"My secret is that I've been worried about you, too,† she whispered. Her breath was unnaturally cold against my cheek. My leg muscles twitched. I knew I should demand that she leave, right away. But instead I inched closer to her. â€Å"Really?† I whispered. â€Å"Yes,† Katherine murmured, looking deep into my eyes. â€Å"Y need to forget Rosalyn.† ou I shivered and glanced away from Katherine's dark-brown eyes toward the window, watching a fast-moving summer storm sweep in. Katherine took my chin in her ice-cold hands and turned my eyes back to hers. â€Å"Rosalyn is dead,† she continued, her face full of sorrow and kindness. â€Å"But you aren't. Rosalyn wouldn't have wanted you to shut yourself away like a criminal. No one would want that for their betrothed, don't you agree?† I nodded slowly. Even though Damon had told me the same thing, the words made infinitely more sense when coming from Katherine's mouth. Her lips curved in a small smile. â€Å"Y ou'll find happiness again,† she said. â€Å"I want to help you. But you have to let me, sweet Stefan.† Katherine laid her hand against my forehead. I felt a surge of heat and ice converging at my temple. I flinched from the force of it, disappointment welling in my chest as Katherine's hand dropped back into her lap. â€Å"Are those the flowers I picked for you?† Katherine asked suddenly, looking across the room. â€Å"Y ou've shoved them into the corner without any light!† â€Å"I'm sorry,† I said. She imperiously swung her legs off the bed and bent to take the basket from under my desk. She drew the shades, then stared at me, her arms crossed over her chest. My breath caught in my throat. Her light-blue crepe dress highlighted her tiny waist, and her necklace lay at the hollow of her neck. She was undeniably beautiful. She plucked a daisy from the bunch, removing the petals one by one. â€Å"Y esterday I saw a servant child play a silly game–he loves me, he loves me not.† She laughed, but then her smile abruptly turned solemn. â€Å"What do you think the answer would be?† And suddenly, she stood above me, her hands on my shoulders. I inhaled her scent of ginger and lemon, unsure what to say, knowing only that I wanted to feel her hands on my shoulders forever. â€Å"Would the answer be he loves me †¦ or he loves me not?† Katherine asked, leaning toward me. My body began quivering with a desire I didn't know I possessed. My lips were mere inches away from hers. â€Å"What's the answer?† Katherine asked, biting her lip in the impression of a shy maiden. I laughed despite myself. I felt as if I were watching the scene unfold, powerless to stop what I was about to do. I knew this was wrong. Sinful. But how could it be sinful if every fiber of my being wanted it more than anything? Rosalyn was dead. Katherine was alive. And I was alive, too, and I needed to start acting like it. If what Father said was true, and I was about to fight the battle of my life between good and evil, then I needed to learn to have confidence in myself and my choices. I needed to stop thinking and start believing in myself, in my convictions, in my desires. â€Å"Do you really need me to answer?† I asked, reaching for her waist. I grabbed her and pulled her onto the bed with a strength I didn't know I her onto the bed with a strength I didn't know I possessed. She shrieked in delight and tumbled onto the bed next to me. Her breath was sweet, and her hands were cold and holding mine, and suddenly, nothing else–not Rosalyn, not my father's demons, not even Damon–mattered.

Display designers Essay

Display designers design and decorate displays in stores and other public places. They sketch designs or use a computer to produce plans. They also source or make, the furniture and props for the display. Some work as visual merchandisers, arranging products according to company display policy. The display designer is responsible for interpreting the ‘look’ of the store. Sometimes, this look is determined by head office, so that every store in the country (and often those overseas) presents an identical image. In this case, the designer will probably work as part of a display team, which includes fashion designers and graphic artists, designing the overall corporate image. A related role within retail display is that of the visual merchandiser. Visual merchandisers do not have the same amount of creative flexibility as display designers. Rather, they arrange products in store according to a prescribed display policy. Visual merchandisers working in a hotel or business environment will put up displays that have been created for them by graphics or exhibition designers. Store displays are changed regularly and tend to be centred around the seasons of the year. For example, a fashion store might split the year into two halves, the first running from January to June, the second from July to Christmas. Each season might have three themes, so that the first half of the year is divided into ‘early spring’, ‘mid-spring/early summer’ and ‘high summer’ themes. Designs may also be influenced by particular events in the calendar such as Valentine’s Day or Christmas, or whether the store is running a particular promotion. Display designers may get ideas from films and shows or use big celebrations, such as the Millennium, as inspiration. Ideas can be based on popular stories, the use of colour and light, humour or the latest fashion trends. Planning starts months in advance. By April, most stores have already decided how they are going to dress their autumn displays. Display designers first study a profile of the store’s customers and decide what kind of displays would most reflect a customer’s lifestyle. Then, in liaison with store management and the buyers, they come up with ideas within a set budget. They sketch designs, or use computer-aided design and perhaps make models with colour swatches to show how the merchandise will be presented, making best use of the available space. Once the designs have been accepted, the display designer sets about sourcing materials. A display can be complex or minimalist, depending on current fashions or a display designer’s particular style. A summer display could involve building a garden scene, using deckchairs, parasols and decking. Other designs may involve a simple series of panels, or a blown up photograph used as a backdrop. A display designer will have to consider colours and fabrics, lighting, the shape and grouping of props, the type of flooring and dressing of mannequins. Props can usually be hired or bought from specialist companies, but most display designers have to make some props and for this they will need a range of skills, from painting to carpentry. Stores are increasingly moving into what is called ‘retail theatre’, where they create a complete visual experience for the customer within a themed area. Displays must also be maintained and display staff are responsible for making repairs and dismantling and cleaning the relevant areas between each design. They may also be responsible for organising advertising material and set design for events such as in-store fashion shows. The principles of retail design apply to other areas, including exhibition design, point-of-sale design, product promotion, museum display and set decoration for film and television. Work Environment Display staff spend most of their time indoors, working from an office or studio within the store. If they are based at a company’s headquarters they will travel to stores with a photo or sketch to help them complete the required displays. A great deal of time is spent on the shop floor or in shop windows, creating displays. This work involves a lot of walking around, climbing ladders, lifting and carrying, so wearing the right footwear is vital. Shop windows can also get very hot in summer. They may visit suppliers and contractors, and will make trips to other stores to see their displays. Job opportunities also exist within exhibitions, trade fairs, hotels, television and film studios (set dressing), airports, seaports and on board ship. This kind of work is more likely to involve staying away from home for one or more nights. Skills and Interests Someone considering a career in display must have an artistic streak, with plenty of creative flair. The ability to think three-dimensionally is important, as is having a natural eye for colour and composition. Display designers need imagination as well as the ability to translate other people’s ideas into eye-catching designs. It is important that they are up to date with all the latest design trends. They need the practical skills to work with a range of materials, from MDF board to fabric, and an appreciation of the principles of lighting design. IT and computer aided design skills (CAD) are important, as well as technical drawing skills. Budgeting skills can be useful for the more senior positions. Display designers and visual merchandisers usually work alone but, as the retail industry is characterised by team work, it is important to have strong interpersonal skills. The ability to communicate design ideas to others is essential, as is working to tight deadlines. Stamina is important for what can be a physically tiring job. A display associate who has completed a college course is likely to start in a junior position within a store display team. They carry out a range of tasks such as cleaning and preparing windows and in-store display areas, ready for dressing. They will also arrange displays and make and repair props, all under the supervision of a display manager. A new entrant is likely to be given a practical test where they may have to suggest approaches to a window display or dress mannequins. Some stores promote talented retail staff into display positions and offer them the opportunity to attend courses on a day release basis, although this route is now less common. Relevant full-time courses include the HND in Display Design offered by the Central College of Commerce, Glasgow. Subjects covered include 3-D design, lighting, CAD and designing A display designer generally works a 40-hour week, including Saturdays. Although the work is not restricted to nine-to-five, unsociable hours are rare. It may be necessary, however, to work late in order to finish a display, particularly before Christmas when weekend work may also be required.