What the client need vs what the client say. the vision of iceberg model.
How iceberg model help a designer to react in business.
Cutter: Every magic trick consists of three parts, or acts. The first part is called the pledge, the magician shows you something ordinary. The second act is called the turn, the magician takes the ordinary something and makes it into something extraordinary. But you wouldn’t clap yet, because making something disappear isn’t enough. You have to bring it BACK. Now you’re looking for the secret. But you won’t find it because of course, you’re not really looking. You don’t really want to work it out. You want to be fooled.
Alfred Borden: The secret impresses no one. The trick you use it for is everything.
Alfred Borden: Never show anyone. They’ll beg you and they’ll flatter you for the secret, but as soon as you give it up… you’ll be nothing to them.
Nikola Tesla: Nothing is impossible, Mr. Angier. What you want is simply expensive.