Prototyping also defines the organizational metabolism. Developing an effective prototyping culture is anything but straightforward. It is, literally, a culture , with all the subtlety that implies. Take, for example, prototyping media. Their roughness transforms the prototype from a medium that answers questions into one that encourages questions.
Some companies openly share prototypes.
I'll come across a revealing quote in a business periodical or get a fascinating question at a seminar or talk to someone sitting next to me on a plane. In the latter case, while still on the plane, I used to call my office in Palo Alto and order up a new 35-mm slide. That process took two days. Now, I just type a new slide into the PowerPoint presentation on my laptop. The same day , in Dusseldorf or Detroit, I'm using the slide in a seminar for 600 people, elaborating on the underlying story.