iA Writer 5: From Raw to Cooked to Sushi

I’ve given a name to this continuing progression of demo ➞ feedback ➞ next demo: creative selection.

Our product simply is what we set out to build. However, the road from an idea to a market-ready product is rarely a straight line. After we have an idea of what we want to create—a better email app, a faster database or a yummier chocolate cake—we go through a process of building prototypes, or ugly first versions, that we put in front of prospect