Iteration is not design

To mistake the design tool of iteration for design itself is a grave error.

Can design be iterated upon? According to Todd Olson = No. He argues that iteration itself cannot innovate. Consider the iPhone. That took years of design thinking and experimentation that finally came together by using the tablet's touch screen. "Some things can't be iterated upon" he argues. "Establish the soul, the meaning, the why of a product early on, using thoughtful strategic design."


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