Someone comes to you with what they perceive to be a problem. If you’re good at what you do and you’re responsible … you make sure the problem really exists, and if it doesn’t, you tell them, ‘what you think is the problem, isn’t. Here’s what really needs solving.

Responsible designers, agencies, and creative practitioners will turn down a project when we know the problem we’re being asked to solve doesn’t need solving. I hope I’m not the only person who turns down those projects..

Dan Rubin.