The surest route to understand a subject more deeply, comprehensively and productively is to look at opposing or conflicting views on that subject.
Often what causes the views to conflict is a shared error or at least a shared limitation in how that subject is approached. If you can see what the oppositions have in common, you can often find new intellectual space for understanding in the alternative to the shared error.
This new perspective on the topic is often very fertile ground for innovation. It makes the world feel larger and more pregnant with possibility. People love this feeling. This was the feeling of the Renaissance, of the Scientific Enlightenment, of Romanticism, of Democracy, of Jazz, of Rock n’ Roll, of the Summer of Love, of Punk, of the Internet. It is the feeling at the source of every vital cultural movement.
And this attractive, inspiring and productive common ground is the soil upon which a synetic brand is grown.
*
The reason synetic brand researches both the “user” of a design and the perspectives of others involved in the experience of the design is to fully inform the dialectic. What is sought is not an answer to which perspective is right or better, or whose view should prevail — or even what kinds of compromise can be struck between competing perspectives. What is sought is something superior to anything that already exists or that anyone could conceive of by themselves.