Design researchers are look for two things: 1) precision inspiration (ideas capable of stimulate great quantities of viable concepts), and 2) criteria for assessing the viability of concepts.

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What is inspiration? Inspiration is what happens when a person’s perspective is shifted and suddenly — miraculously — inconceivable ideas become conceivable, freeing insoluble problems to solve themselves.

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The most reliable source of inspiration is other people.

When one person allows another person to inspire him, he becomes far more capable of inspiring the other.

The exchange of inspiration is the finest, most welcome bond.

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Imagine a brand based on the exchange of inspiration carried out through the medium of design.