Tangible-first

Tangible-first describes a strategy, approach, or mindset that prioritizes concrete, observable, and measurable results or deliverables over abstract concepts, theoretical frameworks, or long-term aspirations at the outset. It emphasizes the immediate creation of something that can be touched, seen, or directly experienced, enabling faster feedback loops, iterative development, and a clearer understanding of user needs and market viability. This philosophy often favors practical experimentation and proof-of-concept over extensive planning. This approach helps to de-risk projects by quickly identifying potential flaws or opportunities for improvement by focusing on the creation and early exposure to a physical or working product or service. This method generally favors practicality and actionable insights derived from real-world engagement.

Tangible-first meaning with examples

• In software development, the team embraced a tangible-first approach. Instead of protracted design phases, they quickly built a minimum viable product (MVP) - a functional, albeit stripped-down, version - to gather user feedback. This enabled early identification of critical usability issues and quicker pivots, leading to a more successful final product. They prioritized code and basic functionality over comprehensive documentation.
• The new marketing campaign was designed with a tangible-first strategy. They distributed a small, physical sample of their product along with a simple, clear message to a targeted audience. The immediate response in terms of sample redemption and social media buzz provided valuable data, allowing them to refine the broader campaign messaging and avoid misspent marketing budgets.
• When launching a new educational program, the organization followed a tangible-first approach by starting with pilot workshops and hands-on activities for a small group of students. Based on the immediate feedback and observations of the participants' engagement, the curriculum and delivery methods could be modified before a large-scale rollout. This helped to assure the program's relevance.
• To prototype their new home appliance, the engineers used a tangible-first method to demonstrate their product's usability. Rather than creating computer-generated renderings, they built a series of functional mockups made with inexpensive components. Potential users handled these mockups, and it helped the team to refine the design and functionality. They moved from theory to physical form immediately.
• A venture capital firm employed a tangible-first investment strategy. They chose to fund startups that could quickly produce a working prototype or generate early revenue, rather than relying solely on extensive business plans. This enabled the VC to quickly evaluate a startup's potential and get some understanding of the business risks, allowing them to more efficiently allocate capital.