Artful Making: What Managers Need to Know About How Artists Work

development, for example, the previous version of the com-

puter code is the primary referent for the next version. In the

scene from Hamlet, the way the actors just did it is the primary

referent for the way they will do it next.

The Capabilities of Reconceiving

and Replicating

Processes that reconceive have different capabilities than

those that replicate. For example:

■ Reconceiving handles unanticipated demands; repli-

cating does not—If you call your bank with an unusual

request, that IVR system probably can’t address it. You’ll

have to get a person on the line (if that’s possible!). If the

bank’s people systems include a capacity to reconceive