
… in your mind what that concept could look like so you end up with a portfolio of maybe crazy ideas. If you start out too rational at the front end of the idea process, you’re robbing the chance of a coincidence. Then, you have to review those ideas and gradually coax the fluidity and spontaneity of the first …
a … together a possibility portfolio. Within the confines of a parameter, whatever that happens to be. To me, the magic of being a designer is that you are subconsciously aware, in a very detailed format, of what the problem is and then you temporarily and consciously sort of ignore that. And that’s a trick.