Usually, most of you go to take a PHD with passion in "changing the world", like me. However, it is totally different thing from your PHD study.
The topic should be general, but not too big. If you select a topic which is too big, you can go to a dead zone and never can get graduate. However, if you select a topic which is narrow, then you make no difference to study a Master degree.
I hope this is not too abstract for you. Let's take an alternative thinking. Let's think big and do small. What does that mean?
Let's take some examples.
--Design a pen -> bachelor degree
--Design a pen by user-centred design -> master degree
--A rapid design method by user-centred design: take pencil design as a case study. -> PHD
I hope you have already see my point. The PHD means you can find certain patterns in some specific area and then you organize those to become a methodology for similar area to follow.
Well, I did not say you cannot change the world by PHD study. All I want to say is that PHD is just a beginning of one professional area. So don't think you will do everything in your PHD study, the research is a long plan, but PHD is usually only 3-4 years.
Anyway, choose a proper size of study body which you are interested in, then you will enjoy it!

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