“A brilliant solution to the wrong problem can be worse than no solution at all: solve the correct problem” - Don Norman.  Don Norman was Apple's first user experience architect and is revered for his expertise in design, usability engineering, and cognitive science.  Listen to this episode to learn the most important lessons from his best known book: Design of Everyday Things.  You will learn:  How to use the 5 why process to understand what the problem really is  Why human error doesn’t really exist  Why marketing and product development can be warring factions Join our January workshop & get Early Bird pricing: Design 2024 to be Your Best Year Yet ---  Join the Tech for Non-Techies membership and succeed in the Digital Age.  Tech for Non-Techies clients  Reach senior leadership positions in Big Tech firms Lead digital transformation in established businesses Create tech businesses as non-technical founders Pivot into careers in venture capital We love hearing from our readers and listeners. So if you have questions about the content or working with us, just get in touch on [email protected]   Say hi to Sophia on Twitter and follow her on LinkedIn. Following us on YouTube, Facebook, Instagram and TikTok will make you smarter.