The Key to Design Insights: See the World Differently

by CXOtoday Staff    May 04, 2011

InsightsHow to think like a designer: don’t just observe the world, but draw upon what you know, interpret what you find, and look for unmet needs.

There’s a wonderful New Yorker article titled “The Eureka Hunt” (PDF). It’s the story of a firefighter named Wagner Dodge who survived an out-of-control fire in the Mann Gulch in Montana in 1949. Thirteen other smoke jumpers died in the fire, but Dodge was saved by a brilliant insight. Fleeing for his life, he suddenly stopped running and ignited the ground around him. He then lay down on the smoldering embers and inhaled the thin layer of oxygen clinging to the ground. The fire passed over him and, after several terrifying minutes, Dodge emerged from the ashes, virtually unscathed.

What sort of a crazy person stops running from a fire and starts another one? Well, if you know certain things about fire and oxygen—knowledge that may have taken years to acquire—it’s not as nutty as it sounds. Dodge had been a firefighter for many years and knew that fire needs three things to exist: fuel, air, and heat. By getting rid of the grass (i.e. fuel) around him, he took his chances with the fast moving fire and was able to save himself.

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