Barry Katz

Our real goal, then, is not so much fulfilling manifest needs by creating a speedier printer or a more ergonomic keyboard; that’s the job of designers. It is helping people to articulate the latent needs they may not even know they have, and this is the challenge of design thinkers. How should we approach it?

design team should expect to move through three overlapping spaces over the course of a project: an inspiration space, in which insights are gathered from every possible source; an ideation space, in which those insights are translated into ideas; and an implementation space, in which the best ideas are developed into a concrete, fully conceived plan of action.

The master choreographers of the dance between divergent and convergent thinking, on the one hand, and detailed analysis and synthetic judgment, on the other,