The text discusses how designing for the "other side" of the screen, i.e., understanding and solving real problems, is a challenging task. Even with good intentions, designers can get distracted by the details of what they're building rather than focusing on the people it's for. The author suggests that traditional design processes and tools, such as sketching and wireframing, are not enough to help teams stay focused on their goals. Instead, observing how users interact with their products is crucial in gaining actionable insights and staying focused on the underlying problems. By keeping the end goal in mind, rather than just the screen being designed, designers can create meaningful changes that impact people's lives.