I recently remembered a phrase I was taught in design school: your first idea is never your best. A reason was that the first idea is often the most obvious one. But here's the thing: isn't this what good design is about – making things obvious? I mean, of course you can iterate and find improvements you haven't initially thought of. But generally speaking, do you think the first idea or concept you have is the best solution? Or the worst? Or does it not even matter?