Casing compliments

Casing compliments

William MacFarland to Andy Warhol, 1964:

Dear Mr. Warhol:

I have followed your career for some time. Your work has evoked a great deal of interest here at Campbell Soup Company for obvious reasons.

At one time I had hoped to be able to acquire one of your Campbell Soup label paintings — but I’m afraid you have gotten much too expensive for me.

I did want to tell you, however, that we admired your work and I have since learned that you like Tomato Soup. I am taking the liberty of having a couple of cases of our Tomato Soup delivered to you at this address.

We wish you continued success and good fortune.


William P. MacFarland
Product Marketing Manager

Receiving feedback is difficult. But giving feedback with grace, even more so.

When people are moved, inspired, nudged, turned on, and transformed by a thing, they remain silent. They may buy or star or favorite a thing, but unattached feedback or compliments are a thing of rarity.

Frank Chimero on speaking up:

[Y]ou reward places with your attention and enthusiasm. Audience enthusiasm may be our new currency as long as many things on the internet are free.

Giving feedback isn’t just a concept to be conscious of when we design. Even if we can’t buy the art, we should send a case of soup instead.