teaches life lesson, too:

 “To be clear, a problem and an opportunity have something in common, and that is they represent the difference between the current situation and desired outcome. You would like to move from point A to point B. 

Data collection is the vessel that moves you between these points. But first, there needs to be a brainstorming session that presents possible routes for moving between these two points. Only after this brainstorming session occurs can you then move on to how this vessel will be designed.”