Discovery brings "why"; why brings A plan.

Why? This is the fundamental question you must ask yourself before creating anything. If you don't know "why," then you must stop and figure out the purpose, or you are destined to create only failure. With years of ethnographic field research experience, workshop facilitation, and strategy development for Fortune 50 clients down to small startups and NGOs, I always find discovery and planning to be just as exciting as the design process itself.