"The trick is it requires a small, amazing senior team designing without a net," he said. "We're so close and aligned. It's one of the healthiest things; like Huge in the early days, we're good at disagreeing and good at getting to a consensus." He added that the shop will also do its best to eradicate the many steps and formal briefs that are part of the standard procurement processes, and instead convince clients to focus more on steps such as prototyping. - Tom Himpe