The key to creating a great transmedia project is to see it as a living, breathing, evolving entity. Even though my preference is always to plan rather than wing it, trying to find all the pieces of the puzzle from the start can be exhausting, demoralizing and may later prove to be misplaced. Right now all media and entertainment experiences are built on shifting sands: better not to be locked in to one particular set of ideas if you don’t have to be. The figure below expands on the transmedia business model to incorporate the idea of “evolutionary entertainment” – that is, entertainment that evolves. It evolves with time, technology, audience preferences, financing and your story. Adopting this approach will keep you open to new opportunities.