Engineering is the highly effective follow of having the ability to ship artifacts that do what they’re presupposed to. Bridges that don’t fall down, software program that runs, IV traces that don’t get contaminated.

But when we wish to create one thing, it helps to know what it’s for.

That straightforward query, “what’s it for?” is crucial to ask and straightforward to keep away from.

Should you’re about to spend money and time and energy to create one thing, how will you understand if it labored? What must occur to make it value it?

And naturally, not simply bridges. Conferences. Memos. A household gathering.

And sure, advertising.

Who’s it for?

What’s it for?



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