Find the needle. Then move it.

As a rule, it’s easier to arrive at a solution once you’ve figured out what the problem is. But it’s surprising how many folks in our business seem to forego that approach. To look at some of our industry’s work, you have to wonder if perhaps someone didn’t become enamored of a tool before they knew what they were trying to build. (“There’s an app for that?” Not always.) We spend the bulk of our time in creative detective mode, sifting through evidence and clues until we find the thing that will help set us apart.