The Importance of Not Making Assumptions
Rei Inamoto, Chief Creative Officer at AKQA, explains that in an industry where everything is always changing, going into an assignment assuming you know anything can lead you down the wrong path.
“Almost every time we approach an assignment, we have to be humble to get rid of assumptions that we might have as professionals and trained individuals and start almost from scratch every time.“
- Rei Inamoto
- Published December 2011