It was clear that half-baked mock-ups were no better, perhaps worse, than no mock-ups at all. To Jeff, a half-baked mock-up was evidence of half-baked thinking. And he was quick to say so, often using strong language to make his point inescapably clear. Jeff wanted us to know that we couldn’t just charge down the first available and most convenient path to chase after this opportunity. We needed to think through our plan in detail.
