Sublime

interviewing customers is tremendous for driving reframes, which are crucial shifts in perspective that flip an initial problem on its head.

but I approach the interviews with a sense of what I can only call a bland curiosity.

Stories are where the richest insights lie, and your objective is to get to this point in every interview.

interviewing (by whatever name you want to call it) is a deep dive into the lives of customers.

Shifting the discussion from the conceptual to the tangible (even when being tangible means being fantastical) is one way to get at hard-to-uncover information.

This is how technology should work: starting with a human need, and a purpose, technology should extend outwards with the intent of expanding the human, not confining or reducing.