It is fidelity of the experience, not the fidelity of the prototype, sketch, or technology that is important from the perspective of ideation and early design. |

Ultimately, we are deluding ourselves if we think that the products that we design are the ‘things’ that we sell, rather than the individual, social and cultural experience that they engender, and the value and impact that they have. Design that ignores this is not worthy of the name. |