How the work really gets done

All the best ideas come out of the process; they come out of the work itself. Things occur to you. If you're sitting around trying to dream up a great idea, you can sit there a long time before anything happens. But if you just get to work, something will occur to you and something else will occur to you and something else that you reject will push... See more

the way we sell ideas in the first place. Concepts are much harder to make fun than executions. They also are most open to interpretation, turning future rounds of review into wrestling matches between difference in expectation.

We spend so much time thinking about the big idea, the joy of the output suffers.