Our charge from GVO, an industrial design firm, was to create a glossy, perfect-bound 32-page brochure that would get CEOs interested in GVO. After research, we found out that GVO employed an ethnographic approach that focused on how people live in the real world, doing everyday things like cleaning toilets and washing dishes—an approach counter to that of most other industrial design firms. Instead of the brochure, we created a five-tier direct marketing series. Each week, CEOs would get a different brochure (the size of the Wall Street Journal) delivered in a brightly colored plastic bag, with a different message on what it takes to create breakthrough products.