People are highly suggestible, and extensive research of a product or its competitors can often lead to a flat "me too" designs. I prefer to ideate first with only a very basic knowledge of the product. I believe this results in the most novel designs.

Throughout my career, research has always played an integral part. I enjoy talking to all types of people, and hearing about the product from their points of view. Repeated research is the only way to confirm the correct strategic direction.

My approach is to never hold back. Never say it can't be done, it's a bad idea, or my least favorite, "But we have always done it this way." Sketch it all out. Change it. Check viability with engineering. Make a decision. Test. Rinse. Repeat.