The first secret of design is ... noticing

We get used to everyday things. One of the most basic ways humans learn is by a process called habituation. Our brain encodes the daily things we do into habits so we can free up space to learn new things. 

Habituations is not always bad. Take learning to drive. At first, all your nervous attention is focused on the wheel, the cars, the lights, the pedestrians. but with time, it becomes easier and easier. You habituated it.

Other times, habituation isn't good. It stops us from noticing the problems around us or fixing them.

The job of designers, innovators and entrepreneurs are to notice the bad things humans get used to and go one step further to fix them.

It's easy to solve a problem that everyone sees. But it's hard to solve a problem almost no one sees. A product designer sees the world the way it really is, not the way we think it is.