I

was running a graphic design firm in San Francisco and really got disgruntled with the practice of graphic design, greasing the wheels of capitalism.

And I started thinking about how design can have a bigger impact on some of these giant existential problems.

And then started thinking about why humans are really bad designers.

at disrupting their normal neural pathways, right? So if you're trying to come up with new solutions, you can't just follow the same pathways to the same results.

It's not going to work.

And originally came up with this concept called thinking wrong, which was intentionally provocative.

So maybe you can speak to maybe the reason why you feel like friction is actually a selling point.