'My Dream Home' & the Deep Design process

fastcompany.com: "Like general contractors with a psych degree, the architectural firm called fathom plumbs the depths of your soul to design the house you want..."To really deliver good architecture, you have to have a very clear understanding of what your client is thinking, and you can't get that from a surface conversation,""

This short n' sweet article highlights an important aspect of the design process in general. Often, clients will begin identifying what they want by pointing to what they admire about other entities. It's when this conversation gets balanced by turning toward the inner personality of the company that things get more interesting - and fun.