Kerry O'Connor

If you had told me six years ago, when I did my first Super Bowl spot, that we should release our spot early, every ounce of creative integrity would have left my body. This year, I pushed for it. For many years, the name of the game has been to release only teasers. For many years, the name of the game has been to release only teasers, dangling celebrity talent, and encouraging you to tune in for the big game where all will be revealed.

Maybe the voice monitor didn’t affect teacher behavior, but it did sufficiently frustrate the girls in the classroom—so much so that the next prototype was a wall-mounted display to show a live tally of student input. Because of the diversity of ideas and prototypes that come from a design thinking approach, there’s no clear throughline from Version A to Version Z.

Read Time A sea turtle lays more than 100 eggs each nesting season, but only a handful will successfully hatch and survive the journey into the ocean. Creating a new business is a little bit like being a sea turtle mom—you want to know your environment and create many versions of your offer to increase your odds of success.