In practical terms this means we dive right in and get our hands dirty. We develop concepts early, make prototypes quickly, and incorporate stakeholder insights often. We celebrate ongoing discovery and excel at adapting our work to a constantly changing world. To create a one-off project (such as an advertisement, a book, a film, etc.) we use a traditional, linear creative process: discovery, design, implementation, acceptance, and delivery. Measure twice, cut once.

However, when creating a system (such as a website, a magazine format, an identity system, etc.) we use an iterative creative process, informed by the "Agile" software development model. During this process we work through the same sequential stages of work (discovery, design, etc.), however they are performed in a cyclical, or iterative, fashion. Each pass through the work cycle yields a new "iteration", or version, of the system, which builds on the last and incorporates new findings, concerns, and upgrades.

We do this for a variety of reasons, but mostly because everything always changes. We have also found people respond more thoughtfully to the thing itself, rather than to abstract design representations of what it will be. Our process enables us to involve stakeholders often and throughout the process. Software developed in this manner has fewer bugs. And finally, speed is a virtue. Getting something out quick is a primary objective.