“We leap to making, and often don’t leave time for two important steps. We’ve watered reflection down to grouping sticky notes on the wall. Which is analysis; that’s different than reflection. And we’ve watered listening down to data collection.”

We love this podcast from Jared Spool of UIE, which includes a conversation with Fit Associates principal Marc Rettig. It’s a story about the life of stories in organizations, their role in design and decision-making, and what it means for an organization to learn to really listen.

This interview was part of the lead-up to UIE’s UX Immersion: Interaction conference, where Marc taught this technique and others in his day-long workshop.

You can listen by clicking the play button below, and a transcript is available on UIE’s site: