Head first.

The article features Robert Ziliani of Slamp and how he positioned the company as a creative hub. It notes that Ziliani first created a modular lamp shape tube and has combined graphic design with three-dimensional (3D) focused research to further its success. However, his collaboration with designer Nigel Coates made him realize that innovation is the key to success so he began using laser cutters or computer controlled lathes and shifted his personnel weight from production to creation.