The Violent Process of Design

I have come to realize that all of my brilliant ideas are not brilliant. And I love that you're inviting that co-creation. You know, a lot of people in our services professions are sensitive. We want to be appreciated. So thinking that you have the idea and it's going to be perfect is so very violent. It's a very violent approach. But I actually came up with a description, pre-sold it because I wanted to actually test if there was market demand for it. That's how I launched my membership. If I had heard crickets, then I wouldn't have had a membership.