A Virtual Mockup

Marketers use mockups with the same enthusiasm as first-time parents announcing the birth of their baby. They might send it halfway around the world to get it blessed by a category manager; prop it up for a photo shoot; post it to a Web site; even build an entire launch event around it. Mockups are cherished. After all, they represent our big ideas—not to mention thousands of dollars spent on R&D, and possibly millions of dollars earned from future revenues.