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It's about getting addicted to finding problems and not solutions. The solution is the reward in your pursuit. Obviously it's fulfilling to get a solution out in the world, but you can have this same satisfaction by sharing and iterating on initial concepts.

I'm a strong advocate of building an effective process with your designer to quickly craft concepts, collect learnings, iterate and then repeat. There's always a way in any organization to do this programmatically so you don't have to reinvent the wheel every time. It also allows the team to focus on finding the right problem to solve while getting to a potential solution without deploying code into product.

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