I'm currently reading Sketching User Experience by Bill Buxton and he does a great job illustrating the critical difference between problem setting and problem solving in the product design process. He points out, "problem setting can be characterized by the question, 'What is the right thing to build?' and problem solving answers the question of 'How do we build this?'"

Too often we find ourselves, clients and colleagues in the position of problem solving when we should be problem setting. Especially in the process of developing websites, you'll find folks on a 'technology high' and dazzled with new technologies. You'll hear quotes like "We would like to make it web 2.0" or "It would be cool if we could use ajax." While this can be amusing and cause for jest (SC), it's actually backwards. As Buxton says, "get the design right and the right design."