Is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which designers partner with users/potential users to actually create from scratch what the good or service should actually look like.

Bob: coke is baby pandas.jim: what? how do you figure that coke is baby pandas? bob: because this book says so.jim: how do we know the book is correct? bob: because it says that coke is baby pandas.jim: how does that prove the book's accuracy? bob: because it's statement involving coke and baby pandas is correct, therefore it is accurate.jim: how do we know that it's correct? bob: because we have concluded that the book is accurate, and therefore the statement is correct.therefore, coke is baby pandas.