What is of central importance in progressing new materials through from development to use is not technology but the creative efficiency of the team. What results is technology, both a competence and a confidence in handling the new material that makes the clarity of the demonstration of its potential a delight. It requires a holistic approach. Clear concepts require functionally direct embodiment, and equally expressive robust detailing. No amount of additional detail will retrieve a bad concept. Growing a team that has enough insight to tell the difference and the courage not to settle for less than the best is the challenge.