Build the thing people will stop to photograph before you have a platform to post it on.

technique — attributed to Brian Feit

Feit installed a live camel at the Coachella lounge before Instagram existed and while Facebook was still the only real social platform, on the instinct that no one could resist a photo next to a camel on the way into the festival. The bet was not about the camel, it was about designing a moment specifically built to be documented and passed along, ahead of having the infrastructure that would later make that behavior the entire point of an activation. Anticipating a distribution mechanism before it exists beats reacting to one once everybody else has already built for it.

For designers of physical experiences deciding what to build ahead of the platforms that will carry it.

shareability, spectacle, anticipation, social-proof