There it is.

It’s what is said when the literal meaning of something is obvious.

Like when you finally land on a good idea. It’s so obvious that this is the right solution, yet creating it was anything but obvious. You probably had to iterate 100 bad ideas beforehand, because bad ideas are the conduit to a good idea.

The most important thing a designer can do is keep iterating. There will be something useful to build from in 100 thoughtful, bad ideas, you just need to see it.