Like the movie, demos should be specifically choreographed, so it’s clear what must be included and what can be left out. Those things that aren’t the main focus of a demo, but are required to create the proper setting, must be realized at the correct level of detail so they contribute to the whole rather than detract from the vision.

The point is that concrete and specific examples make the difference between a discussion that is difficult, perhaps impossible, to have and one that feels like child’s play. At Apple, we built our work on this basic fact. Demos made us react, and the reactions were essential. Direct feedback on one demo provided the impetus to transform it into

The point is that concrete and specific examples make the difference between a discussion that is difficult, perhaps impossible, to have and one that feels like child’s play. At Apple, we built our work on this basic fact. Demos made us react, and the reactions were essential. Direct feedback on one demo provided the impetus to transform it into