I've been a product designer with 12+ years of experience, and in that time, I've worked with all sorts of clients. I've helped small startups design their first product and worked with big companies on complex projects.
My design philosophy is straightforward. No matter who the client is or the project, one thing always remains the same: it's all about understanding people. You have to figure out what they need and want, then create something that meets those needs and desires.
A design narrative is a story you want your product or service to tell. It's the "why" behind your design.
You may want to play it safe when trying to come up with new product ideas or features.