In 2006, Adobe Systems convened a summit of leaders from its different business units, designed to evaluate a new focus: becoming a provider of platform technologies. Adobe asked Method to create an environment for the conference that could help drive the discussion. Method's approach was to use the environmental graphics as a way to put the important issues out in the air for all to consider. We drew on our experiences with Adobe customers as well as Adobe's own research to pull together a set of issues (questions and points of view) that any new offering would need to address. These questions and points of view themselves became the text on colorful signage throughout the venue, challenging Adobe's leaders to approach the matter from the point of view of the market, rather than any of their own preexisting ideas. To support and extend the conversation, we also provided binders, postcards, and other ways of recording and communicating answers to those questions at the conference and beyond. The signage and supporting collateral reminded Adobe's leaders not simply where they were at the conference, but of where they could go in the market.