The main task in every approach to a solution is to
radically reduce to the bare essentials. On this stable foundation we can develop a solid experience.
Piece by piece, frame by frame, bit by bit.
Creativity is hard work. Creativity is experience. On the one hand you have so many possibilities, on the other hand there is often only one way to go. Creativity is scouting.
We love this process because it's satisfying to uncover hidden opportunities. It's like shopping in a big solution-warehouse solely with your brain.