Steve Portigal’s IDSA02 Notes

Occasional brad lauster (dot com) reader Steve Portigal has put together a nice set of notes from IDSA02.

Particularly interesting to me were Steve’s notes (2/3 of the way down) about what Doug Field of Segway had to say about their development process and culture. Apparently they create design principles early in the process to guide their work.

I tried a similar thing at Intel when we began the “conference room scheduling project” and was very pleased with the results. Before we did anything we created principles to guide our design. Long story short: I think the princliples had a lot to do with my being really pleased with the end result of our design work.

brad lauster (dot com) readers may also be interested in Steve’s notes (5/6 of the way down) about a presentation that Nathan Shedroff and Davis Masten gave about how brand plays out in three fictional places. The white paper from the presentation is available at

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