When I asked how his team kept shipping such great designs consistently, Ryan asked for my notebook, and drew a pyramid. He divided it into five layers, and he told me:
First, start with the Mission, the Soul, the ‘Why?’
Understanding the soul of a project is the foundation upon which a complete design solution is built. It’s quite abstract, and can take some thought, but within the soul are the answers to your design problem.
Simon Sinek in his popular TED Talk, explains that you should “Start with ‘Why’”
Everything you design ties back to this idea, so identifying it is the first and most important part of the design process.
If your mission statement is too long, ask dumb questions and challenge your assumptions to widdle it down to its essence. The soulshould elegantly answer the question “what is this for?”