Fall in love with the problem you are trying to solve

Kaaren Hanson, the company’s vice president of design innovation, said at a recent conference at Columbia Business School, the important thing is to “fall in love with the problem you are trying to solve” rather than with the solution, and to be comfortable with iteration as you work toward the answer.

Source: Transient Advantage Rita McGrath – https://hbr.org/2013/06/transient-advantage