Last week I wrote a blog post introducing our newest Ideasicle Expert, Matt Lindley, to the world (here’s the post). Since then we got an urgent call from an agency who needed ideas in 24 hours. We don’t typically do ProXy Service projects that quickly, but we believe in the platform and, so, confidently accepted the challenge. I invited Matt to this project for a couple reasons: one, he’s not only creative but he’s super quick; two, I wanted to get him some experience on the platform. Frankly, I was a little nervous about what his reaction would be to web application. Matt’s last 14 years has been at digital giants, Sapient Razorfish and (gulp) Google/YouTube.

Well, we did the 24-hour project and it was a smash success (more on that in another post, hopefully). But I asked Matt to write up his experience of the platform from an Ideasicle Expert’s POV. Here’s what he said.

Will has managed to re-create all the best parts of idea-creation and somehow left out all the nonsense.

The platform is intuitive. Decidedly uncomplicated. The brief and the mission are clear. Insightful. In practice, the platform allows ideas to flow - quickly. And it enables the occasional creative pillow fight - the part many of us miss the most.

Controlled chaos in pursuit of a well-defined outcome. That's what we'd all hoped for, though seldom found, in our decades inside agency walls.

I'm a fan.

Whew! A relief, for sure. But Matt’s reaction also made me stop, reflect, and feel pride for what we’ve built. He nails it when he says, “Controlled chaos in pursuit of a well-defined outcome.” That’s exactly what Ideasicle X is—a virtual arena within which four different creative people are free to batt around concepts with each other until polished gems emerge.

We’ve only just begun. We have big plans for future innovations to make Ideasicle X even better for the Experts and for our customers. But it’s nice to know that a digital expert like Matt is already a fan.

On to the next pillow fight.

Will Burns is the Founder & CEO of the revolutionary virtual-idea-generating company, Ideasicle X. He’s an advertising veteran from such agencies as Wieden & Kennedy, Goodby Silverstein, Arnold Worldwide, and Mullen. He was a Forbes Contributor for nine years writing about creativity in modern branding. Sign up for the Ideasicle Newsletter and never miss a post.