Design, and planning in particular, is often constrained to working on the big idea.

This video from consultancy Continuum does a great job of explaining the importance of creating a good question before working on the big idea.

I like it because it nicely captures what I do as an Experience Planner – I find the questions a brand is best equipped to answer by looking into the lives of real individuals, rather than working with market research and it’s many layers of abstraction stripping the quirks, oddities and uniqueness of people away, to facilitate clearer high level, strategic thinking.

Resonance from Continuum on Vimeo.