You can’t solve for what you don’t understand.

I saw a pitch for a design concept today (not my project but related, and by another firm) and it was obvious that whoever came up the the ideas did no research, had no understanding of context (the space, adjacent spaces, the institution, etc…), and (for some reason) didn’t lead with listening and asking questions. Have I done that before? Yes. But not for a long time. Today was a good reminder why not to do it again. 📐