If it were easy to nut out tricky
design problems, I might be out
of a job. But it’s also true that the
cleverness in most lateral design
doesn’t come from blindly
ding away at the same concept.
When you’re dealing with ideas,
it’s rarely a matter of simply putting
in more time working. Five minutes
can be much more fruitful than five hours.
— ROB MORRIS
Clicksoup. Package design for heatable soup by pressing on the button.