"Good designers never start by trying to solve the problem given to them: they start by trying to understand what the real issues are." #readingToday

Good designers never start by trying to solve the problem given to them: they start by trying to understand what the real issues are. As a result, rather than converge upon a solution, they diverge, studying people and what they are trying to accomplish, generating idea after idea after idea. It drives managers crazy. Managers want to see progress: designers seem to be going backward when they are given a precise problem and instead of getting to work, they ignore it and generate new issues to consider, new directions to explore. And not just one, but many.

Design of Everyday Things Revised, Don Norman