At IDEO, the firm’s designers quickly move from coming up with ideas to building and testing those ideas. The same is true at MIT Media Lab, where, as the director Joi Ito explains, the researchers and students don’t spend a lot of time wondering about the questions they’re pursuing, or debating how best to proceed. They quickly start doing what you’re supposed to do in a lab—experimenting. As Ito puts it, “These days it’s easier and less expensive to just try out your ideas than to figure out if you should try them out.”
