Let's talk about the Learn Phase, about gaining insights and beginning to really understand the problem with deep empathy. Remember we talked about this idea of getting to the sweet spot in the middle. We know there's often times where we can solve a problem, and do what we need to do, and do what's good for business, but it's not always so easy to actually get to what people want. In design thinking, we believe that deep empathy is really key, and this willingness to experiment, and to get out into the world, and understand the problem with a systems lens, and a lens of optimism, and your ability to collaborate and work with others to understand the problem. We often make assumptions that we know what the problem is because we have data that shows what the problem is. But remember, understanding what people say, think, feel, and do is really where we get to that deep empathy. This Learn Phase really takes us into a space where we're beginning to understand the users. And understanding the users is about going out and looking for the people and the problem that we're trying to solve. Who are the users of that system? Think of the extreme users. An example would be, if I were trying to solve a problem around designing a new grocery cart, I might look for extreme users. I wouldn't look for the insights from the average person like myself, who might go to the grocery store once or twice a week, and a grocery cart for me is a pretty mundane kind of thing. I might look for the extreme users of grocery carts, someone like, perhaps, my husband who doesn't really go to the grocery store and when he does he picks up that little basket moves through his day, so he's almost like a never user. But then going to the other side, like a homeless person, who uses a grocery cart in a way that you can't even imagine, and who has adapted that grocery cart and created workarounds because it's truly part of their life. What are the unmet needs or the needs of both of those extreme users? That's what's really key to understand. So, when you are beginning to go into the Learn Phase it's important for you to map out who it is that you're going to talk to. Think of a sphere of influence and you have concentric rings where you know for sure you're going to go talk to the inner core of people because that's the people in the problem that you're trying to solve, but who also might have direct or indirect influence on that particular part of the problem, and keep going out further and further so that you can ensure that you've got a true map now of where you need to go and begin to start thinking about the questions that you're going to ask.