The more effort I’ve put into honing my design process, efficiency has emerged as an important idea. Both in terms of keeping creativity on track to produce the best outcomes and to make working with nonprofits, who typically have lower budgets, possible. But one thing important to keep in mind when it comes to efficiency is that too much of it, like with most things, isn’t good. Unexpected creativity or some kind of unique truth can’t be arrived at with efficiency alone because with any great quests, there are rabbit holes that bear no fruit, seemingly unproductive daydreaming, and a wasteland of visual debris. With efficiency only there are none of those things. And without stumbling, bumbling, or wrong choices you cannot get to the thing you really need to find.