The Curse of Continuous Concepting
Over the years, as both an internal designer and a consultant, I’ve observed design teams struggle with eliminating potential solutions to the problem they’re trying to solve and focusing their energy on pursuing and iterating upon a single solution.
The problem itself stems from a few different factors in the team’s make-up and process and has numerous negative impacts, not only on the project, but on the team members as well.
Before the holiday break I posted some thoughts on the topic, as well as two rules I find critical to avoiding the problem on the Mad*Pow blog. Have a look and let me know what you think.
