I was inspired this evening by this post on Creating Passionate Users. It reminded me of one of my favorite phrases from all of graduate school:

Design Like You Give a Damn.

Don’t just think about the design you should be doing. Actually do the design. Actually care for the people you’re designing for, and help them find the solutions they’re looking for. Like Kathy says, this is a really “Duh” thought, but are you REALLY doing it? I like to think I am.