Three friends were walking past a river when they saw lots of children in the river floating towards a huge waterfall. One of the friends jumped in to try to save the children from going over the edge but there were far, far, too many of them.

The second friend started building a raft to save more children. He looked around for the third friend who was swimming up river. “Aren’t you going to help me build the raft?” he said.

“No” he replied, “I’m going to stop who or what is throwing the children in the water”.

Sometimes the wrong brief is set because the wrong problem is defined to be solved. Time spent at the beginning of the project, working with your creatives and forming a relationship will pay dividends.

A good designer should always swim upstream, otherwise once they get out of the water, the problem is still there.

Many thanks to Rishi Manchanda MD MPH for his enlightening talk on

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