Steven Heller, co-founder and co-chair of the MFA Designer as Author program at the School if Visual Arts in New York, editor of the AIGA Journal of Graphic Design, and author of several art and design books, interviewed Project M founder John Bielenberg.

Heller, intrigued by Project M’s motto of “thinking wrong,” asked Bielenberg to explain. “Thinking wrong is really about challenging our conventions, processes and orthodoxies, especially during the idea-generation phase of design,” says Bielenberg. “At Project M we use a variety of exercises to short circuit our biases and connect things that wouldn’t normally be connected. It doesn’t mean that the final project looks or feels ‘wrong.’”

Full interview here.