George Lois, the famous advertising maven, writes in Damn Good Advice that he doesn’t create an advertising campaign as much as he discovers one. He pulls it out of the air and captures it. He shares that Michelangelo said that a sculpture is imprisoned in a block of marble, and only a great sculpture can free it.
I view Bridge in a similar way. We’re not creating the software—we’re discovering it. Our methods for operating an online store were bound to...
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