http://37signals.com/svn/posts/3124-give-it-five-minutes
If you aren't sure why this is important, think about this quote from Jonathan Ive regarding Steve Jobs' reverence for ideas:And just as Steve loved ideas, and loved making stuff, he treated the process of creativity with a rare and a wonderful reverence. You see, I think he better than anyone understood that while ideas ultimately can be so powerful, they begin as fragile, barely formed thoughts, so easily missed, so easily compromised, so easily just squished.
Emphasis mine.