"Today we would more often hear, 'This is interesting,’ but I think the whole world is interesting. I think we're entering a time where...’Is it good or not good?’ is becoming more important in the world again. We just cannot afford to be so indifferent.”

When Mateo Kries, art historian and director of the Vitra Design Museum said this, he was reflecting on an interaction he had with revered designer Dieter Rams. The moment is generously documented and shared by Gary Hustwit in his documentary, “RAMS” and serves as a masterclass not just in design, but in philosophy, and worldview.

For those unfamiliar with Dieter Rams, he’s a German industrial designer widely recognized for his minimalist approach and designs for the product company Braun and the furniture company Vitsoe. He’s also the mastermind behind the "Ten Principles for Good Design," which emphasize simplicity, clarity, and functionality.

In the documentary, Rams peruses the Vitra museum and examines his earliest works adorning the walls and gallery pedestals in the center of the room and takes a moment to explain the thought that went into each of the displayed objects to Mateo, stating that he “loves them as much as ever” because they were inspired by life he had lived. After being instructed by one of the documentary producers to speak about things he doesn’t like, he shifts his focus to a large collection of designer furniture by other world-renowned artists and designers that sit candidly on the shelves of the gallery. As he observes the meticulously curated display of iconic pieces of furniture, Dieter Rams does something that struck me as somewhat comedic, but refreshingly profound.

Not only does Rams state that he doesn’t like certain designs at all. He does it in a way that some would deem as somewhat controversial. He stands by what he says, and quickly moves on to the next piece, wasting no time to explain why certain designs hold little to no value to him, aside from the occasional, “I don’t understand what they meant by this,” he expresses his opinion boldly, and continues to share his opinions with those around him.

As he travels throughout the gallery, he speaks with authority, unique perspective, and confidence – not because he’s trying to prove something to his peers, or impress of the cameraman that follows him around the room, but because he’s worked too hard to succumb to the opinions of others. He’s passionate about his worldview, and says what he thinks, despite knowing that it might ruffle feathers. Dieter Rams speaks with candor, allowing us to see that his discerning taste serves as a reliable compass that has clearly served him well.

At one point, Rams spots the famous Marc Newson “Lockheed Lounge” chair that sold for a record breaking 3.7 million dollars at auction. After scoffing and expressing that he “really doesn’t like things like this,” a museum employee reminds him that it was one of the most expensive pieces of design ever sold at auction, Rams responds with something profound. “It leads to misunderstandings, which the media perpetuate, and suddenly we hear, ‘design just means expensive.”

Continuing his hunt for things he has distaste for, he acknowledges a set of Frank Gehry chairs highly sought after by designer furniture enthusiasts only to state, “I’m all in favor of experiments, but these are pretty useless.”

So what’s the point? Is industrial design something that we’ve watered down and desperately need to breathe life into by way of brutal honesty? No. The point is that in this documentary, we see Dieter Rams exemplify something that is becoming a lost art – having a strong opinion.

It’s crucial now more than ever, in every industry, opportunity, and relationship, to be honest with our opinions, ourselves included. In a world where so many are searching for something to rely on, a perspective that leans towards indifference is harmful to the world around us, our peers, our passions, and our souls. A culture built on indifference is a culture that is destined to fail – leaving behind a fractured foundation for those set to follow us in favor of keeping the peace and escaping a moment unscathed.

When we confuse having an opinion with offense – we take the back seat in life and allow fear of what others will think to inform how we approach creation. We must always protect creation – as a fundamental principle, and as people with integrity for what has already been created before us.

Dieter Rams shows us that having an opinion on its own is strong, but having a stance rooted in both knowledge and taste is a force that cannot be stopped. We live in a time where the world is evolving at a rapid pace, filling up with things that most would agree are factually interesting, but in the words of Mateo Kries, “the whole world is interesting,” and we cannot afford to be indifferent anymore. Therefore, we ought to push ourselves to see through the fragile and indifferent mindset that we’ve grown accustomed to, and decide for ourselves…

What is good? And what is not?