This is what everyone contemplating a new creative endeavor craves: that in the moment it turns real, to get it right. To frame it in such a way that the very act of framing propels the project toward an inexorable destiny.

You want to get it right because getting it right can make everything easier thereafter. But really, it's because getting it wrong can be devastating. You might wind up putting thousands of man hours of work into a project that was doomed by a decision that was made in a second at the inception.

After that moment of conception, what it is, however nascent, however raw, becomes part of the process. You're adding to it. Changing it. Removing parts of it. But there is an it, where before there was not. There's something magic and magnificent and frightening about that part in the creative process before there is an it, when you decide just what it should be.

http://daringfireball.net/2008/12/bang