to go off and create something. I often h… but the problem with most designers is that they’ll take that brief at face-value and run with it. There’s a term for it from the sales world: “Happy Ears.” Where you stop listening to what the client is actually saying, and only hear what you want to hear. With designers, they hear a particular word, get excited, assume a solution, and immediately want to go off and create something. I often have to fight this urge myself.
…ring it out. We must be quiet, we must listen, we must learn. We cannot focus on success right now. What requires all our attention the process — more accurately, the failure, because that is where you learn.