In a world where technology rides an exponential growth curve, products need to be brought to market as fast as possible. In order to deliver cohesive products that keep pace with technology requires making large innovation jumps riding on the back of a compelling story. To accomplish this prototype development must be a holistic combination of design, technology, and story. In this talk Doc North shares his rapid prototyping philosophy of designing story and prototype, testing them as fast as possible, seeing where they work and fail, and then iterating to deliver well branded relevant products.