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I was recently interviewed for the Everyday Innovator podcast. This is a great podcast that interviews leaders in the product development and product management field. I'm honored to be included in the podcast.

Excerpts from the interview:

Our guest for this episode is Montie Roland. Montie used my online training course to prepare for, and pass, the New Product Development Professional exam, earning him the NPDP certification from PDMA, which is the oldest and most established professional group for product managers. After passing, he contacted me to discuss providing training to product managers in his company. This is a topic I always enjoy because I love helping organizations improve their product management capability and helping product managers further their skills and how they work with each other and the product team.

As I talked with Montie, I also learned about his background, became fascinated by his experiences, and knew he had to join us here to share his stories and knowledge.

Montie has pursued an entrepreneur path, building his own company, and an intrapreneur path working in an established company. He is a mechanical engineer with a ton of design experience.

We talked about his experiences, including the pros and cons of working for yourself vs working for an organization. [3:19] What is your current role as an intrapreneur?

I’m on the new product development team at Pentair. If you’ve ever been in a swimming pool, the water probably went through one of our products. I get to do a lot of front-end work in industrial design and the connection between customer and product. The strongest part of my skillset is bridging that gap, and I have the chance to do it on a lot of different projects in a large organization. [5:26] What kind of products did you create as an entrepreneur?

I ran Montie Design for about a decade. We started in B2B products and eventually moved into B2C. We made rack-mount servers and packaging electronics. Clients would come to us because they were trying to get around politics in their company or were behind schedule on a project. We developed products that they could transition into manufacturing. On the B2C side, we made in-home air filters that were highly stylized. We tried to make as much as we could locally so that there was a community feeling to it. We wanted people to look at our products and say that’s the way they would have made it themselves. [13:02] What are the advantages of working on your own?

I enjoyed the sense of self-determination. You don’t have someone looking over your shoulder like you do in a big corporation. You can explore directions that you might not be able to otherwise. People who work in product development have an inherent sense of adventure, which tends to be more constrained in a corporate environment.

[14:40] What are the disadvantages of being an entrepreneur?

It requires a lot of work. If you have a spouse or family, you need to have buy-in for your entrepreneurial endeavor at home.

http://www.montie.com/wp-content/uploads/2015/07/2015-May-17-Lean-Thoughts-3-Kano-Model.mp3

 

Greetings,

Can you get so Lean (Lean Manufacturing) that you get lost in the process?  You bet you can.

Lets talk about the Kano model.  The Kano model helps you to organize your product development and management efforts between basic expectations, performance enhancements and delightful additions to your product.  Understanding the difference  and applying this model to your product management and design management ultimately serves as a reminder to not forget the joy of creating delightful products that please your customers is great ways.  Don't end up getting lost in the process and forget to delight your customers.

Comments and suggestions are always welcome: [email protected].

Cheers,

Montie

http://www.montie.com/wp-content/uploads/2014/06/2014-Feb-12-Who-Are-You-And-How-Does-That-Fit.mp3

Forget about designing from a clean sheet of paper.  It can't happen.  The designer himself prevents brings a tapestry of experience, skills and preconceptions with him.  Embrace that diversity and create better designs, even when you are starting from scratch.  Once you understand you, then you can think on a broader scale and truly innovate on your next project!

This is a podcast I originally created in 2012.

Cheers,

Montie

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Audio File Transcript: Who Are You and What Does that Mean

Hello. My name is Montie Roland. And I’m with Montie Design in Morrisville, North Carolina. I wanted to spend a few minutes with you this morning talking about who are you and how does your skillset, your drive, your . . . how you go about creating new product concepts or new product ideas; how does that fit into everything.

We all have our own desires, drives and I want to kind of go through it and talk about it. And maybe learn a little bit about each other as we go through it.

I’m the president of Montie Design and also the president Montie Gear in Morrisville, North Carolina. Montie Design is a product development firm. And we develop products for you. And we fill in gaps. Sometimes it’s a small project; sometimes it’s a large one. And what we do is fill in those gaps in your engineering or your industrial design or your prototyping department; fill in those gaps to help get your product to market.

Montie Gear is a company that provides outdoor shooting equipment, and slingshots and fun stuff. Montie Gear was founded about four years ago as one of those things we decided as an institutional learning tool. And we decided that we wanted to design some of our own products, not just everybody else’s. So we did a couple and then said, well, what would it be like to sell them? How do we sell products without spending a lot of money on advertising? So, we put them on our website, Montie Design website, and then we also came up with the idea – thanks to Carl – of doing a lot of test and evaluation units. And over the years that test and evaluation unit approach has even rolled into a service we now call Social Reviews. And so, I don’t want to spend all day talking about that. Something we’re proud of. Montie Gear line has grown from zero to over a hundred thousand dollars in sales in about four years with very little advertising. So we’re very proud of that and we’re proud of the products we sell.

So it gives us a little different perspective on the product development process. So, not only do we develop products, we also are responsible for some of those products for selling, and manufacturing them. And that’s also kind of spilled over in that we’re now doing that for two clients where we’re providing the backend services – they sell them, and we ship them. We make sure they’re manufactured, that they’re packaged, they’re QC’d and then the customer’s happy.

And so, first question, our first thought is I want to throw out the thought of, you know, who is Montie? Who am I? If I’m going to tell you how other people are, I’m thinking maybe I should go ahead and kind of do a little analysis on myself. Now, Montie Design designs products for a wide variety of situations – manufacturing approaches. We have products that we design – they’re going to go straight overseas. We have products that we design and we get to a certain point and we turn them loose to an ODM somewhere the other end of the Internet and they take it from there; and we read about it in a magazine.

http://www.montie.com/wp-content/uploads/2015/07/2015-May-17-Lean-Thoughts-2-Lean-at-Montie-Gear-Can-it-be-done.mp3

 

Join me and talk about the first steps in considering how Montie Gear could go Lean.

Normally, when you think about Lean Manufacturing it is in the context of a large manufacturer.  Can a micro manufacturer go Lean?  Six Sigma?  Lets talk about it.

Comments welcome at [email protected]

Cheers,

Montie

Here is the transcription from the podcast.....................................................

Audio file: 2015 May 17 - Lean Thoughts 2 - Lean at Montie Gear - Can it be done.mp3

Time transcribed: 17:58 minutes

[Opening music]

Hi. My name is Montie Roland. I’m with Montie Gear in Apex, North Carolina.

I want to spend a few minutes having a chat and a little bit of dialogue, and talk about the first steps towards implementing lean at Montie Gear.

So, I’ve been on this journey of learning lean. And, what does it mean? You know, what does it really mean? Not just, you know, overarching concept, but how do you make it work? You know, and how does combine work? How does, you know, work site visits work? How do MDI boards work? So, there’s all these things, these tools that lean uses to monitor your process and communicate to everyone.

So, now the trick is how to implement that in a very, very, small, micro-manufacturing environment. I’m going to make the argument that a lot of the tools in lean are going to apply even to a micro-manufacturer. And, at first, you sit there and say, “Well, yeah, if I want to tell John something, I’m going to lean across the table and tell him. I mean, there’s only three of us” – blah-blah-blah. Okay, so, I still think that there’s a place for lean within the organization because it helps you monitor your process. And in a small company, monitoring the process often doesn’t happen, because you assume it’s not worth it; you don’t have the manpower; you’re too busy putting out today’s fire; or just barely getting stuff out the door; keeping things resourced efficient. But, I think there’s more to it than that. So, one of the things that we want to do with lean is we want to optimize for flow first, and optimize for resource efficiency second. So, optimizing for flow means we want to get stuff out the door; optimizing as quickly as possible to the customer. So we want to add that value as quickly as possible. Whereas optimizing for resources means we want to do it as cost-effectively as possible. Well, the problem with putting too much of an emphasis on optimizing for resources is that it’s easy to create silos where people are thinking, Wow, I’m doing a great job. I’m cost efficient. But, then, what they’re doing isn’t necessarily getting the product out the door to the customer as quickly as possible, which interferes with cash flow. Because the quicker it gets to the customer, the quicker the cash flow happens, and the happier the customer, or more satisfied.

So, one of the things that we were already doing (and I didn’t realize how it already really fit into lean until after we started learning all this) is that . . . two things. One is that we were already doing single piece flow. So, in lean, lean’s going to most likely push you to single piece flow. So, single piece flow means that you build your products in a continuous manner down the line. So, in the past, you might have had facilities where someone with, let’s say, building a rifle – they’d make two-hundred-and-fifty barrels. And then everybody would go and they’d make two-hundred-and-fifty triggers. Then they’d go and make two-hundred-and-fifty stocks. So,

http://www.montie.com/wp-content/uploads/2015/07/2015-May-17-Lean-Thoughts-1-Active-vs.-Passive-Data.mp3

 

10  years ago, the push was to go paperless.  Is paperless too much of a good thing?

Data in your computer is passive.  Yes you can manipulate it, share, mine it but you have to go ask for it.  Why not make data active?

Lean Manufacturing techniques include tools to make your data active but getting it out in from of your employees and managers on daily basis.  Put that data in front of your team an understandable and actionable format where it does the most good, i.e. right in front of them.

Lets explore the various facets of active vs. passive data.  Comments and suggestions are welcome here or at [email protected]

Cheers,

Montie

Here is the transcription from the podcast........................................................

Audio file: 2015 May 17 - Lean Thoughts 1 - Active vs. Passive Data.mp3

Time transcribed: 12:29 minutes

[Opening music]

Hi. My name is Montie Roland. I’m with Montie Gear in Apex, North Carolina.

What I wanted to do is to share some thoughts with you today and have at least a one-way dialogue - it could become two, if you email me – about the difference between passive and active information. So I’d like to spend a few minutes talking about that. And maybe define it and have some examples.

One of the things that’s happened over the past twenty years is that we’ve had this head-long rush to get everything on the computer. So, we assumed that getting it on the computer is more efficient; is more cost-effective; is safer because you can back it up. And so we’ve created database after database after database. And one of the joys and the beauties of – and potentially harm – of doing this is that everybody can have access to information, without having to go down the hallway and grab something from a file cabinet. Now, of course, the horror is that can be hacked. Someone can get into that from across the world. Whereas, a file cabinet, you’ve got to physically be there to get into it. Now, a file cabinet can be broken into as well, but someone on the other side of the globe isn’t going to be able to do that without visiting here. So, we’ve created this electronic database that contains what we do. And the beauty of it is that everyone in your company can sit down, and if they have the right software and they have the access, they can read that data. The problem is that they have to go read it; they have to go look for it. So I’m going to call that passive data. Now, active data is data that’s right up in your face. And for those of y’all that are family with lean, you’re going to start going “Oh-ho, this is exactly where he is headed” because with lean the goal is to use vertical surfaces as . . . well, I shouldn’t say the goal. Lean is going use boards, charts and effectively, use your vertical surfaces as a way that in an instant you can look at a chart, and have an idea of that particular part of your business and what’s happening in there. And so in lean, there’s a lot of different charts and you chart different areas. And so the idea being that in seconds you can know what’s going on. So, let’s throw out an example. So, one example would be if I have a database of a soccer game. And what I’ve done is, through the magic of the computer and a vision system, I’ve tracked where the ball is, where the people are, what their speeds are, how fast they’re moving, how fast the ball is moving, how . . . blah-blah-blah. So, I have this giant database of excruciating detail regarding the performance of every player on the field. And somewhere in there I have the fact there was a goal scored at t...

http://www.montie.com/wp-content/uploads/2015/07/2015-May-17-Lean-Thoughts-0.mp3

 

Join me as I chronicle my journey into lean manufacturing! This is part 1 of the series. Comments and suggestions are always welcome at [email protected].

Here is the transcript from the podcast……………………………………

Audio file:    2015 May 17 – Lean Thoughts 0.mp3

Time transcribed:    15:50 minutes

[Opening music]

Hello.  My name is Montie Roland.  And I’m with Montie Gear in Apex, North Carolina.  Today, I’d like to spend a few minutes and talk about my journey into Lean, and what I’ve learned in the past few months.

So, let’s back up and let’s talk about, you know, what is lean?  Lean is a popular name for the Toyota manufacturing system.  Toyota has spent a lot of effort and time and intellectual capital in developing a state-of-the-art way to make cars.  The Toyota manufacturing system is the model for the rest of the world.  When you hear someone in business talk about that their company is lean, or they’re going lean or what have you, it’s about putting into practice that basically leaner, a version of the Toyota manufacturing system.

Toyota has a really, really, really well-thought-out way of making cars.  And this applies to other segments of their business as well, not just manufacturing.  It applies to their . . . to their dealerships; it applies to other areas that are ancillary to their manufacturing of their cars.  They’ve got to sell them; they’ve got to service them.  And so, as I understand it, the principals of lean and the application of lean has been put in place by Toyota throughout their entire system (as far as I know).  I know that dealerships put it in place.  They definitely put it in place on the manufacturing.  And so, it’s important to have an understanding of what “lean” is.

So one of the guidelines behind lean is that you want to optimize your process.  Now, a lot of times when you’re talking to someone about lean, first thing they say is, “Well, lean is about reducing waste.”  And so, when someone says that and looks at you, you should say, “No!  It’s not.  It’s a by-product of lean, is reducing waste.”  And you get a . . . sometime they’ll maybe tilt their head, look at you, and go, “Well, no.  This is . . . in lean, we reduce waste.”  So, I want to make the argument that in lean you’ve got two directions that you can do optimization; two main directions – you can always optimize, you know, a lot of different ways.  But, there are two main directions that you can optimize for.  One is that you can optimize for resources.  So that means that you can try to keep everybody busy; you can try to make the best use of space; make the best use of materials; make the best use of personnel; keep your per-unit cost low.  And that’s a good thing.  However, the challenge with that is that you end up inevitably, by optimizing for resources, you end up developing silos.  And by a silo, what I’m talking about is that if you’re, let’s say, the person that assemblies widgets; then, your pay and your bonuses may be directly driven by how many widgets you build.  Well, and that’s fine until the point where the person who takes your widgets and ships them can’t keep up.  At that point, you may be making widgets, but they don’t have the capacity to ship; or maybe the capacity to sell.  So at this point, you’ve got an incentive to continue making widgets because if you’re not making widgets, well, you’re efficiency goes down.  And when that efficiency goes down, your incentive goes down. So, now we have a problem because you can imagine that even if it’s not this severe of an example, every group is going to be evaluated based on that group’s performance.  Well, when you do that, that’s great; what you’ve got to watch out for, though, is does that group’s performance help the company as a whole.  And so they may be amazingly efficient – but – someth

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—- Transcript ———————-

Audio File: 2014 Feb 12 – Cooling Electronic Enclosures.mp3

Audio Length: 14:12 minutes

Hello. My name is Montie Roland. I’m with Montie Design in Morrisville, North Carolina.

And today, I’d like to spend a few minutes talking about how to develop a strategy for cooling your electronics enclosure.

One of the products that we do a lot of design for is the electronics industry, but in a bunch of different facets. Because when you say electronic enclosure, that could be anything from a computer or related; it could personal electronics; it could be lab equipment; it could even be machinery or process. So, there’s electronic enclosures that go in a variety of locations, from factories to vehicles to aircraft to your pocket. And so it’s important to consider how you’re going to keep that device cool.

Over the past twenty years, we’ve grown to expect more and more from our boxes filled with electronics. And part of that’s because of our capacity to do more with those boxes has gone up dramatically. A good example would be, you know, in the nineties, phones were just that. Cell phones were phones. Before that, they were car phones, because they were physically mounted in your car. If you were born after 1980, you’ve probably never seen a car phone. Back then, car phones were expensive; they were expensive per minute; and they were boxes mounted in your car. Think it more as a radio with an operator. And then what happened was is we got bag phones. And bag phones were . . . well, they were about the size of a laptop, but about double the thickness or triple the thickness. So, you opened the bag, you pull the handset out, you dial. Those were big; they were clunky; all analog. And pretty soon we had handsets that didn’t need a bag. And then pretty soon we had smartphones. My wife will be the first one to tell you that I probably pay way too much attention to my smartphone and keep way on track of things. And the guys who’ve gone camping with me; I had a threat that my nice, new iPhone might meet a horrible death on Troublesome Gap if I didn’t put it in the truck and lock the truck.

So, having said that, we rely on these boxes to do a lot of stuff for us. But, as we rely on them to do more and more, we’re packaging more and more electronics in there and we’re getting them hotter and hotter. So, one of the things that’s a common application for Montie Design, as we design products for clients, is to come up with a strategy for cooling that box. Now, we see a variety of cooling needs. There are some enclosures that we just need to do some very basic things and manage the thermal load in a simple way. You know, we tie PCBs to the outer enclosure; use thermal materials. Then we have other enclosures where we have to vent those somehow. And then we have other ones where either it takes a lot of airflow to cool; or, it takes a lot of analysis to make sure that we can cool the box within whatever limitations we have. Maybe it’s a handheld device but there’s a lot of power coming out of it. So we’ve got to get that power out to the atmosphere, or that thermal energy out; keep the box cool but we also don’t want to burn somebody’s hand, or make it uncomfortable to use.

So, we’ve had a lot of cases like that, so we’ve had a good bit of experience in how to meet these thermal requirements and how to keep the electronics cool so they function efficiently – and function. And there’s a couple ways to go after that. One thing you can do is once we have a computer model, we can do what’s called CFD analysis – Computational Fluid Dynamics. And with that, we actually model the heat transfer in conduction; so, from one part to ano

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[Transcript]

Audio File: 2014 Feb 24 – Organic Growth vs Marketing.mp3

Audio Length: 15:19 minutes

Hello, my name is Montie Roland. I’m with Montie Design in Morrisville, North Carolina.

I wanted to see if we could spend a few minutes chatting about the role of organic growth in the growth-year product versus the role of marketing.

At Montie Design, we develop products for a variety of clients from electronics packaging of electronics and applications like high reliability rack mount applications, such as a data center, all the way down to wearable electronics. So we get to see a lot of different products go through.

We also have a mix of products in our portfolio which some are B-to-B (or business to business) products and the others are B-to-C (or business to consumer) products. The B-to-C portion of our portfolio has grown. And so that’s a something that originally didn’t push for. That’s kind of just the way that portfolio has changed over time as the opportunity mix changed. But, so, we also have a lot of products that we design and manufacture ourselves. And they’re called Montie Gear. So, the Montie Gear products are consumer products that we sell directly to outdoorsmen. And they may relate to slingshots; they may relate to camping equipment; shooting; or archery.

We have an approach to our marketing in Montie Gear that has changed over time. For the first four years, we relied almost exclusively on organic growth, and fueled that growth by using a test-and-evaluation program where we identified writers and bloggers and folks and we got products in their hands so they could write about it; make videos about it on YouTube, what have you.

So now what we’ve tried to do is to supplement that program with marketing and advertising. So, it’s very, very important to remember that, as far as it goes, bang for the buck, sending out a press release with some images and getting a magazine to write about that – there is no better bang for the buck, period. It’s just . . . it just works. Advertising is a long term commitment. You’ve got to stick with it. And you’ve got to tweak it. So not only are you paying for those ads, you’re also trying to develop some sort of metrics to gauge the response so that you can actually have those ads pay for themselves and give you a return on investment.

And by selecting good venues that apply to your product, you can definitely find that return on investment. But it takes a good bit of work.

There’s a failure on the part of a lot of organizations, especially small, to rely too heavily on the concept of “I’ve the greatest products in the world and people will beat down my door to it”. Even if you have the greatest product in the world, and people are beating on the door, you’re probably going to still have to put a lot into commercializing that product – getting it out in the market; getting it in a format the market will accept. If you have the greatest product in the world, you may have this very broad patent, but now in order to get someone to write you a check, you still need to have that product in a format or commercialized so that the customer will say I want X-number of units. And that takes a lot of work. There’s a common misconception in smaller companies that once we get it to a point, someone will just buy us and go on. And that does happen. It happens a good bit. You get your product to a point and at some point a company buys you and maybe you can go retire.

Now, the value of your concept and later product and later manufacturing goes up almost exponentially as you get farther along in the process. So the value of a concept is pretty close to zero. The value of a concept with a prototype and a patent goes up dramatically. And then

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———– Transcript —————————

Audio File: 2014 Feb 12 – Giving The Go Ahead To A New Product.mp3

Audio Length: 10:10 minutes

Hello, my name is Montie Roland with Montie Design in Morrisville, North Carolina. We’re a product development firm with core competencies in mechanical engineering and industrial design.

One of the interesting things that happens working with clients from bigger companies or medium-sized companies – or even smaller ones that are, you know, are growing – is that we’ll design a . . . whatever. And so we’ve designed this project, we’ve gotten to know our contact at that client, and one day after a design review that client looks across the table and says, “You know . . . I’ve got some stuff I’ve been working on in my basement”. It’s interesting that it’s very likely for a client that’s in charge of – or enabling; in charge of, also – product development for his company often will have something that they do on the side. And it’s interesting; so they may enjoy their job and they work very hard at it; at the same time, when they talk about the thing they’re making in their garage, there’s usually this big smile. And so, then what happens is they look at us and say, “That’s why I respect what you did so much with Montie Gear; because I know how tough it is”. And Montie Gear’s our product line that we created four years ago of our own products. We manufacture them; we sell them; we distribute them; we maintain the website . . . well, Daniel helps us. But, so it’s our own products, though. And it’s become kind of this company fascination. But, we’ll have clients that have this emotional connection to our Montie Gear products. Maybe it has nothing to do with the products; it’s just the fact that they really like coming up with new stuff. And so they see us doing it and having a good time and it’s a common situation that we’re both having a good time doing new products.

And so, there’s a couple of thoughts I want to throw at you. And we’ll talk about it from the perspective of an entrepreneur, but this also can apply from the perspective of a big company. Because, if you look at a big company as an organism, some of the same thought processes, many of the same thought processes, apply. They’re modified in some ways but, at the basic level they’re pretty similar.

So, one of the first thought processes is to go after the whole enchilada. It’s go big or go home. Well, the good side about that is that if you go big and you win big, then you profit big. And so, that’s a good thing. So if you go for a product where you’ve stretched what you can do or what your company can do, and it’s a product that can change the market or can take over a market or can grab market share, then Woo Hoo! That can be a big winner because the upside to that is that you can have some big profits. The downside is that you’ve invested a lot in it and you’ve also not invested in other products. Now, form an entrepreneur standpoint, we’ve had one single owner, single employee companies where the owner of the company said, “I’m going to do this. I’m going to go big. I’m going to injection mold this. I’m going to sell these all over the country” and, you know, “Either help me or get out of my way”. And so, the one I’m thinking about at this moment had the funds to back it up. He had the money in the bank to do what he needed to do, and so, he wrote checks. We helped him out. He did other stuff and now he’s got a product that’s starting to take off like crazy. So the upside is going to be huge for him, I think. Good product. Great salesman. Good attitude. Thinking about the business. And thinking about, you know,

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[Transcript]

Audio File: 2014 Feb 25 – Design Process Steps Funnel.mp3

Audio Length: 12:01 minutes

Good Morning. My name is Montie Roland with Montie Design in Morrisville, North Carolina. I’m also with Montie Gear in Morrisville, North Carolina, as well.

Montie Design is a full-service product development firm. We provide everything from taking your concept all the way to a fully designed, fully engineered, ready-to-manufacture product, and helping you get that on the shipping dock. We can provide a value from the engineering side, from the industrial design side, to the project management aspect, and also from product validation, all the way to introducing you to contract manufacturers, and as-needed service liaison between your organization and the contract manufacture to make sure that it’s a win-win for everybody.

The design process has several steps. Those steps are intended to create a funnel. That funnel helps you to minimize the cost of the design process by starting out with a lot of ideas and a lot of concepts and boiling them down to the concept that is going to be the winner in the marketplace.

So, the next question becomes, well, how do you do that? So, if you use the funnel metaphor, with the funnel you’ve got a wide top. Let’s say you’re putting oil in your car. So you’ve got oil coming out of a jug, which is similar to the thought of ideas coming out of your staff, your constituents, your customers, and your stakeholders. And so, you pour that oil into that funnel, and the idea behind the funnel is you’ve got a big target. So all the oil you pour in starts running down the funnel. Well, the same thing; what we want to do is capture those great ideas, capture those concepts – written, verbal, unstated – capture those rules, because you know the design of your product has a lot of rules. And that’s because you’re in a market space where you have experience. So, as you put that experience to use, those rules have value because you don’t want to repeat any missteps in the past and you want to build on successes in the past.

So, what we do is the first step is to do research. There again, the research is akin to putting a second jug of oil in there. So we want to do research, understand what the market’s about. And then also make sure that we’re completely oriented to your market, and hopefully do a lot of the nuances of your market – some of that we have to rely on you; others, we can look at trends and research. So, that design research is the first step. And then the second step is to start pulling out concepts, thoughts, what we call “space shuttle ideas”, and do some ideation. And the initial ideation gets kind of everybody thinking, but I don’t want to pin any super solid concepts down yet; just get everybody thinking. And then what we want to do is do some brainstorming. So, now we’ve done some research, made a few sketches, enough to throw some stuff up on the wall and chew on it. And then we use brainstorming. And brainstorming is where there’s no such thing as a bad idea. Most people use a brainstorming session as a planning session; and it’s not. It’s a good way to ruin your brainstorming. Because some of the crazy ideas don’t work exactly as stated, but may lead to some really solid innovations. So, we brainstorm. Take that brainstorming results and then start doing ideation. Now, one of the steps that I just blew right by here as I was talking is we also want to create a style board. And we do want to do that in the beginning. That’s so that we can understand what you’re thinking. And a style board is to get your thoughts. With a style board, you bring us images, pictures, magazine clippings, polaroids; what have you. And show us things that you lik