Designing is prototyping

Reference Arc design process: https://www.youtube.com/watch?v=edftwE_S0Ak

"Prototyping should clarify, not complicate."

apple demos At Apple, the demos injected Jobs’ taste and thinking through the organization (related note: Jobs launched Apple University in 2008 as a way to teach his philosophy in a secretive training facility).

Here is Kocienda in a Twitter thread from May 2022:

If a picture is worth a thousand words, what’s a demo worth? (I don’t know, probably a lot more than 1000 but def less than 30,000)

Apple demos served a similar purpose. “Demos made us react, and the reactions were essential,” writes Kocienda. “Direct feedback on one demo provided the impetus to transform it into the next. Demos were the catalyst for creative decisions…making a succession of demos was the core of the process of taking an idea from the intangible to tangible.”

Writing in The Wall Street Journal on the 10th anniversary of Steve Jobs’ passing, Apple’s former design chief Jony Ive relayed why it’s so important to have a process for bringing ideas to life:

Ideas are fragile. So whatever your craft, it’s important to put a system in place — a memo, a demo (or a ridiculous Notes entry) — that works for you to help bring ideas to life.

![[Everything is a prototype]]