The hole that is in their soul

• How do you know, or what makes you think, you have a problem? What are its symptoms?


• What are the root causes behind these symptoms?


• What are the root causes behind these root causes?


• What is making this a “now” problem?


• What will happen if you don’t solve it?


• What won’t happen if you don’t solve it?


• What will and won’t happen if you do solve it?


• How will

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The biggest predictor of quality insights that you can use to reach and move real people is the quality of the question.

Intimacy is the mother of revelation

I've always aspired to find an authentic expression of my clients’ enterprises, and to do it in a way that they might well have chosen had they had the ability to see themselves through the eyes of others and the skills of an interpretive and sympathetic designer.

If you’re looking to reveal the innate truth of a brand, you need to ask good questions, listen really well, and have a good nose for where the answer lies in amongst everything that people tell you.