In healthcare we call them patients, or caregivers, or staff, or doctors, or nurses, or managers, or payers...and they should be our addiction.

If I were to offer any advice to those seeking to apply design thinking to their work, it would be this: Don’t wait for your users to come to you; go find them. Make them your addiction and the source of the energy behind your work.

via d.school: the whiteboard | Make your users your addiction.