QUESTIONS Why? We believe that questions are the currency of creativity. Question the premise, the proposition, the strategy, the execution and the outcome. Question your assumptions and your judgement. Keep looking. Keep asking.Where's the beginning?Will it make someone's day better?Where's the advantage?Which is more important – speed or accuracy?Who cares?What's the narrative?Where's the friction?Would a compromise be so bad?Stick or twist?Form follows function. What does function follow?Who does it help?What's the metaphor?Where's the weak point?Is it obvious enough?How much can we take away before it breaks?Is it too obvious?Will it fly?What do we love about it?Are we asking the right questions?Should we take a break?