Serious Play

"Organizations that can swiftly manage their models, prototypes, and simulations can and do reap tremendous competitive advantage. This has proven true in the past and will prove even more important in the future."

"Spreadsheet software has transformed perceptions of business as profoundly as the telescope transformed perception of the heavens."

"Redefining and reshaping the prototyping culture may prove to be the most important and provocative management challenge that innovative organizations now face."

"The prototyping vocabulary dictates how people view the models they build."

"Different organizations have fundamentally different notions about what kind of prototyping behaviors will work best for them."

"The challenge is to treat speed, cycle-time compression, and their commitant savings less as ultimate ends and more a source of competitive advantage; it is a resource enabling innovation and differentiation."

"Whether their models, simulations, and prototypes are built around functional, structural, or metaphorical surprise, the most innovative organizations spend all day at it."

"Of all the organizational pathologies of prototyping, none is more pernicious than those associated with predicting the future."

"Organizations must be full participants in creating the models they use."

"The role of prototyping metrics isn't just to improve the prototype but to create a winning product or service."

"Innovation will be more like selection pressures than creation anxieties."