And then what?

Kevin Lynch at Proximity has a pretty good way of approaching digital projects (although he insists he must have stolen it from someone else). He told me that when he comes up with an idea for an app or web site, or anything interactive, he and his team ask, “And then what?”


“It’s an app that let’s people track which stores they’ve visited that week.”

“Okay. And then what?”


“It’s a website that shows the new marsupial exhibit at the zoo.”

“Cool. And then what?”


“It’s a music video that’s also a Twitter/Google Docs mashup.”

“Sounds interesting. And then what?”


It’s fairly easy to come up with a decent idea for a digital project. You come up with ideas all the time, right? But it’s just as easy to stop there and assume you’ve got it all figured out.


Kevin says it’s not until your throw five or six “and then what?”s at a project that it starts to become really remarkable. Give it a try.

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