Permission To Suck

Vibrancy is in the Problem (not in a Solution)

Vibrancy resides in the problem not the solution. Solutions are commodities. As well, we can find solutions waiting for problems, but how do we find problems? The tough creative challenge is defining the problem – finding the insight – inspiring the pen. Fact is, the solution may actually be in the problem once we find the discipline to define it. In this video from the idea centric website The 99%, Michael Bierut offers a peek at his design philosophy and examples of treated ailments. Regardless of the opening disclaimer about his creative nature, Bierut is a first-class problem finder.