“With our Darwinian demo methodology, we had a huge advantage over artificially selecting breeders and the glacially slow accumulations of genetic improvements that drive natural selection. Working in software meant we could move fast. We could make changes whenever we wanted, and we did. We created new demos that were concretely and specifically targeted to be better than the previous one. We constructed Hollywood backlots around these demos to provide context and to help us suspend our disbelief about the often nonexistent system surrounding the feature or app that was the focus of our attention. We gave each other feedback, both as initial impressions and after living on the software to test the viability of the ideas and quality of the associated implementations. We gathered up action items for the next iteration, and then we forged ahead toward the next demo. I’ve given a name to this continuing progression of demo -> feedback -> next demo: creative selection.”