Conceptualizing interactive rich media is hard work! Sure it’s easy to see the end result in your mind, but the process of taking that idea forward and maintaining that creative spark while managing the more sober aspects of deadlines and scope creep is tricky. We will talk with several artists who balance their creative energy with healthy doses of engineering thinking. How do you manage the two mind-sets of idea generation and idea editing? What do you do when you hit the inspiration doldrums? How do you get out of the funk of scope limitations? When do you start telling people about what you are doing or have done? How do you know when you have finished?