“If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.”Albert Einstein
I currently have the privilege of working on a team that is very very focussed. This is outside of my normal day job. We only have one brief at a time. We also have a limited amount of time to work on that brief and to deliver a result. We have spent an unusual amount of time understanding the problem and it shows. What a difference it has made. Don’t underestimate the power of focussing on the problem.