Using user research to get to know your audience is an important initial step in creating a strong brand. It’s essential to understand the people who will interact with your product or service. That’s a no-brainer. But getting to know these people isn’t always so easy.

If you’re trying to explain a complex idea, abstractions may only take you so far. Instead of explaining your idea in words, make a napkin sketch. It’s a technique we use in almost every project.