Tran Phu

It’s easier to recognize beauty than it is to create it. You’re good enough to know that what you’re doing isn’t good, but not good enough to produce something great. When you find yourself in this frustrating limbo, the challenge is to never forget what got you there in the first place. Remember that thing that got you into the game.

Your love.... See more

Inhabiting the data isn’t just about getting insights. It’s about how the act of wrestling with raw information rewires your brain. When you sort, categorize, and manipulate data yourself, you don’t just understand the problem—you internalize it. And that’s where deep intuition comes from

I find for myself that my first thought is never my best thought. My first thought is always someone else’s; it’s always what I’ve already heard about the subject, always the conventional wisdom. It’s only by concentrating, sticking to the question, being patient, letting all the parts of my mind come into play, that I arrive at an original idea.... See more

All of sudden, we weren’t just designing something visual, but we needed to understand human behaviour, to see ourselves in other people’s contexts ( don’t get me started on our empathy phase!!! ), to learn how the decisions we made could affect a company’s bottom line, etc.

But along the way, we lost something. The actual work we were producing.... See more