DESIGN  |  The Art of Problem-Solving 

4 Golden Rules for understanding humans:

  • People don’t know, what they don’t know. (To get this right, you’ll need to repeat this statement a few times while pausing deliberately at the comma!)
  • People don’t do what they say, or say what they do.
  • People know what they dislike, but often can’t articulate what they like.
  • People often can’t distinguish between their wants from needs, as well as why they need it in the first place