How does the designer solve a problem? Michael Bierut of Pentagam says that he doesn't consider himself creative but he is someone who people come to for solutions to problems. He works out these problems in his notebooks, which are filled not with paintings, or cartoons but problem notes, requirements and free-flowing ideas. After 86 notebooks of problem solving, he has narrowed his process to the 5 simple secrets listed below. The video is only about 19 minutes long but his words are packed with experiential knowledge and practical application throughout his esteemed career.

1. Listen first, then design.
2. Don't avoid the obvious.
3. The problem often contains the solution. Create simple solutions from the byproducts of your requirements.
4. Indulge your obsessions.
5. Love is the answer.

Do what you love and find other people who do what they love; you'll be successful, you'll do great work, you may actually make money, but bottom line, you'll be happy. Remember who you're doing it for, remember why you're doing it and you cannot go wrong. –Paraphrasing Michael Bierut