What's one question you use in discovery that makes the direction click for you?
Every project I take on starts with discovery. I’m trying to land three things: who we’re talking to, what the message is, and what’s actually being made. I go back and forth on how much to ask. Too many questions and I’m chasing details that never end up mattering. Too few and I’m following up after the first draft to fix the direction, which is a worse place to be.