Think before action

Think before action, it sounds right, is not it? Think clearly before ui design. Yes, do some research, study more needs, users, scenarios, and then design. It sounds right, and why is it (Donald. Norman) to challenge the reason for this inherent thinking. However, the first to do it, and then carefully think, sometimes it is also reasonable to do so.
In the real world of product development, time is always very tight, the budget is always limited. So a lot of time in the study on the basis of the design is impossible things. "Yes," said the product manager. "I know we should do some research first, but we do not have time.We have been planning a long schedule, but will we go to the next project and do it?" The next time it never happened. The next project was time to start. In fact, let me create a guideline:
Norman's product development guidelines: the beginning of the project is always behind the plan and beyond the budget.
We always educate others about the importance of doing research and then experiencing ideas, models, and repetitive processes for better user experience. Most of us like this method, I am also, and I teach others so much. But when the reality indicates that we can not do that, these doctrines become meaningless. If we had never had enough time to carry out the research, why should we promote such an unrealistic way? We need to adjust our approach to reality, rather than some high-sounding, can only be applied in the ideal world of paper on the theory. We have to develop some flexible design strategy.