The word μορφή relates to shape in ancient Greek.

It is the word we have chosen for the second week of our journey. The objective of the coming days will be for our crew the same as it was for great sculptors, namely extracting the shape, μορφή, out of an unrefined piece of marble or stone.

Only, in this case, the process is a bit different.

They start from chaos, the Dionysian: being exposed to a wide variety of topics, industries, products, an overwhelming amount to opportunities with unlimited potential. They dive deep into diverse areas, with the goal of finding the one angle and niche that will allow them to build a great product that works.

They need to navigate the unclearness, because that is a part of ideation: venturing to someplace unknown, to new concepts, exposing your thoughts to growth.

Their reward if they are successful in their search is ascending from the Dionysian to the Apollonian, bringing order and clarity. This is the second step of the ideation: after having identified a problem big enough to solve and hard enough to work, the discipline of creating a solution to it kicks in, and requires planning, testing, organising.

And so starts the transition of the μορφή, from night to morning, from chaos to order, from unclear opportunities and problems to clear theses detailing solutions.

The design starts taking shape: which route will our sailors take?

Will they adventure into shallow waters, or dive into deeper ones? Will they get stuck in the waves of the Dionysian, or face the nightly storm to reach the calm of the Apollonian?

And when the μορφή finally emerges from the marble, and order is achieved, it will not be because the chaos ended, but because they faced it, conquered it, and learned how to master it.