SHOW THEM WHAT’S BROKEN

Designer Doug Dietz was proud of his work on a new MRI machine. It was high-tech and advanced. But when he visited a hospital to see it in use, he was shocked.

A young girl, scheduled for a scan, was trembling with fear. She cried and clung to her parents. Staff had to sedate her just to get her into the machine.

That moment changed everything. Doug realised he’d focused on the technical solution – not the real problem.

He went back to the drawing board to redesign the experience around the machine.

He created the ‘Adventure Series’ – MRI rooms transformed into pirate ships and space stations. Sedation rates dropped. Children walked in smiling. Doug changed the way he defined the problem.

In presentations, we often rush to show off our solution.

But if the audience doesn’t feel the weight of the problem, they won’t care about the answer.

Make them see the issue. Make them feel it.

Then – and only then – offer the way forward.