Define the right problem » Design the right solution
One of the aphorisms I work to help clients understand is that until you define the right problem, you cannot design the right solution. That’s why I see framing as the pinnacle of design maturity.
Luke Wroblewski has been thinking similar things, about how design can be a more strategic player. He’s recently posted more on Defining the Problem and he’s started a conversation with other designers about this challenge - the first conversation about problem definition is with Tom Chi, of Yahoo! and OK Cancel.
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