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We all know the business caterpillar, and we know the business butterfly. We can easily identify people, projects, or efforts at their beginning stages, and after launch. Most business books talk about the importance of planning—ensuring the correct strategy and generating momentum and buy-in. Many describe the key step as optimization—subtle changes after launch occurs, based on audience reaction and engagement. But rarely do we romanticize what happens between these two steps in the journey.

The Chrysalis stage, or in Scott Belsky’s words “The Messy Middle” and how design is the answer.

In this video, MLive’s Eric Hulgren speaks with Scott Belsky, creator of Behance, Chief Product Officer of Adobe, and Author of “The Messy Middle.”