 The one I often say to people is if you're doing service design And apart from all the usual things like trust the process and so on iterate But the one I often say is if you only do two things Do research and prototyping and if you only do one thing do research. I Think we all trust our own assumptions much too much I see this over and over again We're very very experienced people do a little bit of research and find their assumptions are wrong about their customers They know really well So get out there get out on the streets get off your seat get on the street Yeah, talk to your customers observe your customers possibly more important than talking to them Put yourself in their shoes use your own service But get out of your headspace and get into the real world