When John S. Couch started at Hulu as Vice President of UX and Design in January 2016, one of the first things he wanted to do was produce a vision video.

Design is a lot like the parable of the elephant and the blind men, said Couch, author of The Art of Creative Rebellion. In the story, the blind men have never come across an elephant before so each man feels and describes only one part of the elephant, like its trunk or tail—unable to describe the elephant in its entirety

“They're all correct, but they're looking at it only through one slice,” Couch said. “And what I wanted to do was make a short film, which described the end result. What the whole elephant looked like.”

“And there was an immediate mental shift,” Couch said. “From ‘We're not really sure’ to ‘Oh, that's the elephant.’”

In Episode 11 of the Human Insight Podcast, Couch goes on to talk about his career path (such as exaggerating his skill sets to land a job at Wired to the evolution of his role now as a Mr. Wolf—consulting companies on their UX and design problems).

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