I used to believe that everything should revolve around users' needs and expectations, but I now realise this approach could hinder innovation. If every brand only catered to what people wanted, there would be no room for creativity or conflict.

I won't even mention the overused Ford's horse quote. Still, user-centred design is often a lazy approach to creativity and design by relying only on what people want, desire and expect from a company.

There would be no conflict or innovation if every brand did what people expected; it would be a collective ordinary agreement. It is like that partner we all dated; on paper, it was perfect, but we didn't fall in love.

We don't fall in love with soulless ideas. We need to be stimulated.

Great design involves a strategy that considers the bigger picture, including people, space, environment, and society. But the vision behind the design should operate on a higher realm of ideas. The execution of the design can still be user-centred, but it should not be confused with the vision.

In summary, design with your heart and keep in mind the needs of people, space, environment, and society when executing it