One word to save months of development

Treating symptoms without addressing the root cause

Asking why allows to move from symptoms to immediate causes to underlying issues
Why Iceberg

Treating a wrong root cause

Now say a doctor, upon your headache complaints, prescribes you chemotherapy without proper tests or diagnosis. You run away, file a complaint, and never come back.

  • Senior stakeholder coming to a team with “Customers don’t use our app, we need to redesign it.”
  • Team-lead coming up with the “Team is slow, we need to refactor our code base.”



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Elena Borisova

Elena Borisova


Product, data, decision-making, philosophy| Learning from everything that went wrong | Digital Product Designer |