In his latest quarterly essay about interaction design, Henrik Olsen writes about "The promised land of prototyping". Olsen lists the many advantages of the approach, including how it satisfies customers' wish to see quick results. His advice particularly applies to content management, search, and portal projects, where prototyping can reduce endemic scope creep and provide a master plan for implementation (which Henrik also mentions as advantages). Prototyping also comes in handy during vendor evaluations. Nevertheless prototyping is sometimes avoided: some regard it as a waste of time and the word also has a negative connotation in some regions of the world. In that event, use the phrase "proof-of-concept" instead, because Olsen is right, there are no downsides to prototyping.