The key to great ideas is not having them, it is executing them. And great ideas come from problems. As designers we call problems and we call reactions to concepts.
“I am the twentieth century. I am the ragtime and the tango; sans-serif, clean geometry. I am the virgin's-hair whip and the cunningly detailed shackles of decadent passion.”
There are three responses to a piece of design – yes, no, and WOW! Wow is the one to aim for.