If it were easy to nut out tricky design problems, I might be out of a job. But it’s also true that the cleverness in most lateral design doesn’t come from blindly grinding away at the same concept. When you’re dealing with ideas, it’s rarely a matter of simply putting in more time working. Five minutes can be much more fruitful than five hours.

If it were easy to nut out tricky design problems, I might be out of a job. But it’s also true that the cleverness in most lateral design doesn’t come from blindly grinding away at the same concept. When you’re dealing with ideas, it’s rarely a matter of simply putting in more time working. Five minutes can be much more fruitful than five hours.

— Rob Morris

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