Preface I want to be upfront about something before we get into it. None of the frameworks in this article is mine. The ideas here come from two people who have been thinking about this stuff way harder and longer than I have — and they deserve full credit before I say another word. Dan Shapiro — CEO of Glowforge, Wharton Research Fellow, and the person who gave this whole conversation a vocabulary. His blog post “The Five Levels: from Spicy Autocomplete to the Dark Factory” is the conceptual sp