One practice I always follow when brainstorming the product design is to write down the big goal on top of everything. The goal, as I understand it, should not be tangible and concrete. But think of it as a beacon that guides you through the entire design journey. In one design example, I did with an online healthcare appointment system, I wrote it like this: “Our product should be accessible and painless for those that need medical help.” As we evolve our design journey, we always keep the bigger goal in mind. It serves as a principle and philosophy that lies at the very core of your business. It’s the soul while all your other design endeavors are like the skeletons that support it. Next time in your design or management project, try jogging down the big goal and so that you can always be reminded of the bigger goal all the time throughout your journey.