The director of Ink & Switch on the research process. This is one of those rare videos that the internet is still able to produce with really big ideas and the feet on the ground, both boldly and firmly.

Metadata

Highlights

[Our research process] has three steps. Pre-infusion, execution, and then writing and reflection. […] pre-infusion is before you pull an espresso shot, which is intense pressure uh and like a short time, first you want to pre-oak the the coffee, pre-oak the puck for a few seconds. And that opens up the coffee so that everything else goes better. […] once we have clarity about what we’re doing, we go into execution mode. […] being in the tunnel.[…] And then finally there’s writing and reflection.