Every project, we're trying to beat the last one. That means making a tonne of work nobody ever sees. Not only are we having more fun working this way as a team, the more explorations we do, the better we get at knowing what will work and what won't. This is just a snippet of the mess we created refining an idea for a single homepage for radiusbrowser.com/. For this particular project, the end result looked totally different from where we started. Without the iteration and the reps, we would never have got to the place we did. Do the reps, make the work, spend the time. It is never not worth it.