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# Look for difficult
- URL: https://www.boscutti.com/look-for-difficult/
- Published: 2020-09-13T14:00:00.000Z
- Updated: 2023-07-05T21:12:01.000Z
- Author: Stefano Boscutti
- Tags: Journal

Bruce Mau believes the biggest problems create the biggest opportunities.

The worse things are, the happier designers become. A good situation is not interesting, a bad situation is good, a terrible situation is inspirational.

Wherever things are not working there is an entrepreneurial opportunity for design. We should look for the toughest challenges in the world today -- they are also the biggest business opportunities in human history.

The greater the problem, the bigger the potential impact. The pursuit of hard problems can be applied on a small scale too. You may not be tackling great global issues; your design challenges may be local and specific.

Nevertheless, the same principle applies. Look for difficulty and love the impossible.

Where others see defeat, discover possibility.