Learning Quote by Giles Colborne
““Repeatedly asking “so what” eventually throws up an emotional need, a rational need, and a solution. It also helps you arrive at a deeper understanding of the design problem you want to solve. (Of course, you’ll need to check your thinking by talking to real users).””
About This Quote
Source Interview: Design Thinking Podcast, 2020
Asking “so what” uncovers emotional and rational needs, leading to deeper problem insight and solutions.
In simple terms: Repeated “so what” reveals needs and solutions.
Key Takeaway
Use “so what” to dig deeper.
Themes
design thinking
problem solving
empathy
Mood
curious
analytical
Type
reflective
inspirational
When to use this quote
- product design
- user research
- strategy sessions
- innovation workshops
Key Concepts
needs analysis
human‑centered design
Questions to Reflect On
- What need have you missed by not asking “so what”?
- How does this question change your design approach?
A Different Perspective
May overlook hidden constraints if not validated with users.
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