Chapter 9. Designing for Pleasure

As Albert Einstein said, "You can't solve a problem with the same thinking that created it." I've just devoted many pages to identifying that old thinking and showing how it doesn't work. Now it's time to talk about a new method that will work. I've been developing this method, called Goal-Directed design, since 1992, and the designers in my consulting firm use it for all of our projects. It consists of some novel ways of looking at problems, some powerful guiding axioms, and some remarkably effective mental tools. In the next few chapters, I'll present an overview of three of the most powerful of these tools, along with some case studies of how they are applied and the kind of results you can expect.