A couple weeks ago, I wrote about attending RAF’s Twenty Minutes and A Beer, and how great it was. One thing that really stuck with me was a quote Pete talked about from Dieter Rams. Dieter said “question everything generally thought to be obvious”. While it’s true sometimes I overthink things that I shouldn’t, when it comes to design, asking questions is key. Often times, it’s about the experience associated with the brand. Take square for example – they’re asking “why can’t everyone use a credit card?” Their application allows small shop owners take credit card payments, and they make it look good! What brands can you think of that position something in a new light?