Looking in the Right Direction

The Harvard Business Review has an interesting short article on storytelling and journalism: When Storytelling Isn't Enough.

Reporters have become storytellers, looking for the meta-narrative and interviewing one another rather than reporting.

When people are looking in the right direction, things change, writes the author, Jimmy Guterman. I like this quote a lot.

I think this applies to user experience methods such as usability testing as well. You have to look in the right direction to observe what really matters.