ALT Even though a lot of people think they know how "story works because they consume them all the time, they actually don't, because they don't make them, and they haven't seen them in their most naked, fetal form. I consume Snickers bars sometimes, and I think I understand how they might be constructed. I even think I could make a pretty effective one.

ALT But every time I watch an episode of Snackmasters, where Michelin Star chefs try to recreate something like a Snickers just by eating one and then cooking one blind, you realise that the people who have actually been making Snickers bars for years are much better placed at making a simple trashy Snickers bar than someone with an incredible palate who has only eaten them a number of times in their life - even if they can make something else well.

ALT Sometimes the chefs even try to 'improve' on the Snickers recipes without knowing the first thing about Snickers manufacture and it always falls completely flat. That is because: the Snickers has been made on years of experience, production experimentation and failure. It might be trashy. It might be something people take for granted. But it has required years and years of iteration, mistakes and attempted processes to get to the stage where people can make a good Snickers.

ALT You cannot walk into a Snickers competition fresh and expect to make a Snickers. Sorry. It won't be good. First you have to figure out, over years, how not to get it wrong and then be listened to and trusted by those around you about those findings. You also have to have people trust you even in the middle of the process when the Snickers is still in liquid form and resembles nothing like a Snickers. That's the moment in game production people panic the most: it doesn't look like a Snickers right now, it looks like goo, so therefore it can't ever become a Snickers.