Research, insight, common sense, usability, design, whatever.

I've always liked John Sorrell. I sat on a panel with him once. Except that he never turned up.

He now runs a thing called the Sorrell Foundation. They have just finished this fantastic project called Joined Up Design For Schools and they're starting one called Joined Up Design For Health.

What's interesting is that this is where they're starting from.

click to enlarge

Call that what you like, research, insight, common sense, usability, design, whatever. This is what it all comes down to. These people are designers, researchers, planners, architects, geniuses - all you have to do is make their half thoughts into real tangible stuff.

That's where the magic comes in.