Intro: 00:00
Phases of concretizing: articulating the idea vs. getting to the idea

Part 1: 02:40
Scale transformations, scale tradeoffs, examples of multiscale systems

Mentioned:

• The New England Complex Systems Institute's founder, Yaneer Bar-Yam
• Yaneer's book Making Things Work. See Chapter 4 for scale tradeoffs and the military example.
• Ashby's Law of Requisite Variety

Part 2: 16:45
Tweeting vs. writing an article as examples of different scales, bottom-up and top-down order

Mentioned:

• Tweet on phases of new product development: R&D, Production, and Cleanup

Part 3: 29:49
Launching a new product, a scale transition from separate conversations to a group announcement

Mentioned:

• Basecamp's new email app and service, Hey.com

Summary: 38:22
The end of "R&D mode" as a scale transformation, experiment at smalls scale to find parameters at large scale