The full quote:

“Figure out what the question is. Many of us think, when we’re talking about design, is that it’s all about solving the problem and being creative about that. But I find generally, the most interesting solutions come out of the most interesting questions. That insight about what the problem might actually be is often the most important and the biggest creative step. If you just assume you know the question, especially if it is the same question everybody else is asking, you’ll probably get to the same answer everybody else is getting. But if you study a little bit and think a little bit and maybe look at things from a slightly different perspective — really get under the skin of the people you’re trying to serve — it’s surprising how often you end up completely reframing the question.”

Tim Brown
CEO & President of IDEO
Author of Change by Design