Spitfire Industry founder Isis Shiffer was invited by Dyson to write for their publication on: about her approach to design — specifically, the practice of "wrong thinking": deliberately attacking a problem from counter-intuitive directions to find solutions that conventional wisdom would miss.

The piece grew out of Isis's 2016 James Dyson Award win for the EcoHelmet, a foldable, recyclable bike helmet made from honeycomb paper, designed to be sold cheaply at bike share stations. James Dyson called it a product that solves an obvious problem in an incredibly elegant way.

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