From prototyping back to pretotyping: from starting small and thinking big
I’ve always been drawn to bold ideas. Whether it’s reimagining how local government works or exploring how we can make our cities more sustainable, I find the big picture exhilarating. But the more I’ve worked on change and innovation, the more I’ve realised: it’s not the big idea that matters most. It’s the small, scrappy steps you take to test it out.
That’s where pretotyping comes in. It’s about starting small — really small — to learn fast. It’s a humbling process but also freeing. You don’t need to have all the answers upfront. Instead, you get to play, experiment, and see what sticks.
Here are some reflections on what pretotyping is teaching me and how I’m trying to put it into practice.
1. Learning to start with “just enough”
I’ll admit it: I’ve fallen into the trap of over-planning before. Spending weeks refining ideas that never left the page because I wasn’t ready to show something “unfinished.” Pretotyping flips that on its head. It’s about testing the simplest version of your idea to see if it’s worth pursuing.
Take Adur & Worthing’s eco-friendly food truck pilot. Instead of launching a full-blown programme, the council tested demand for sustainable catering at a single event. They kept it simple, gathered feedback, and built confidence to expand.
For me, it’s a reminder to stop overthinking and just start. Whether it’s a blog post, a workshop, or a new project, there’s power in putting “just enough” out there and learning from what comes back.
2. Collaboration changes everything
I’ve noticed that my best ideas don’t come from sitting alone at my desk. They come from conversations — sometimes messy, sometimes surprising, but always better when shared. Pretotyping thrives on this kind of collaboration.
Look at Nesta’s work with local councils. They’ve helped teams prototype prevention services by co-designing with communities and partners. It’s not about one organisation holding the answers; it’s about building solutions together.
In my work, I’m trying to embrace this mindset. It’s meant inviting people in earlier, even when I feel like my ideas aren’t ready. And it’s meant letting go of ownership to focus on what we can create together.
3. Failing smaller (and smarter)
I used to think failure was something to avoid. Now, I see it differently. Pretotyping has taught me that failing small — quickly and with purpose — can be a powerful way to learn.
For example, GDS’s GOV.UK Notify started as a lightweight prototype to test assumptions about user needs. By keeping it simple, they could adapt quickly based on feedback, avoiding the trap of building something no one wanted.
For me, this has been about reframing how I see setbacks. Instead of beating myself up over what didn’t work, I’m learning to ask, “What did I learn? And how can I try again?”
4. Bringing movement into the work
One of the biggest shifts for me has been realising that pretotyping isn’t just about products or services — it’s about people. It’s about creating momentum, building trust, and showing what’s possible.
Adur & Worthing’s pop-up play streets did this beautifully. By testing temporary street closures for community play, they showed residents what change could look like. It wasn’t just a trial; it was an invitation to imagine new possibilities.
For me, this has meant thinking about how to create movement in my own projects. How do I help others see what’s possible? How do I bring them along for the ride?
5. Reflections: why this matters
What I’m learning is that pretotyping isn’t just a tool — it’s a mindset. It’s about staying curious, being brave enough to start small, and letting the process guide you. It’s about realising that the best ideas aren’t perfect when they start. They grow through collaboration, experimentation, and a willingness to adapt.
So, what’s the simplest version of your next big idea? Who can you invite to test it with you? And how will you make sure you learn from the journey, not just the destination?
Call to action
I’d love to hear how you’re experimenting with pretotyping in your work. What’s worked for you? What hasn’t?
