Concrete Dreaming

I read a book called “Creative Quest” by author, Questlove (aka Ahmir “Questlove” Thompson).  He writes about Amazon’s process for handling bold ideas.  “When someone at the company has one of these far-fetched ideas…they don’t start research and development, or even test market the idea.  They start by bringing the product [idea] to their press department, and they write up a release as if the product exists… when it [the product] comes out, if it comes out, consumers won’t care about the nuts and bolts.  They’ll care about what the product does for them, easily described, with simple metaphors, the kind of things you put in a press release.”  This is a disciplined exercise to think about ideas and solutions without getting buried in the detail.