The premature sheen

I find Brian Eno to be a fascinating chap. His music isn’t my cup of tea, but I really enjoy hearing his thoughts on art, creativity, and culture.

I’ve always loved this short piece he wrote about singing with other people. I’ve passed that link onto multiple people who have found a deep joy in singing with a choir:

Singing aloud leaves you with a sense of levity and contentedness. And then there are what I would call “civilizational benefits.” When you sing with a group of people, you learn how to subsume yourself into a group consciousness because a capella singing is all about the immersion of the self into the community. That’s one of the great feelings — to stop being me for a little while and to become us. That way lies empathy, the great social virtue.

Then there’s the whole Long Now thing, a phrase that originated with him:

I noticed that this very local attitude to space in New York paralleled a similarly limited attitude to time. Everything was exciting, fast, current, and temporary. Enormous buildings came and went, careers rose and crashed in weeks. You rarely got the feeling that anyone had the time to think two years ahead, let alone ten or a hundred. Everyone seemed to be passing through. It was undeniably lively, but the downside was that it seemed selfish, irresponsible and randomly dangerous. I came to think of this as “The Short Now”, and this suggested the possibility of its opposite - “The Long Now”.

I was listening to my Huffduffer feed recently, where I had saved yet another interview with Brian Eno. Sure enough, there was plenty of interesting food for thought, but the bit that stood out to me was relevant to, of all things, prototyping:

I have an architect friend called Rem Koolhaas. He’s a Dutch architect, and he uses this phrase, “the premature sheen.” In his architectural practice, when they first got computers and computers were first good enough to do proper renderings of things, he said everything looked amazing at first.

You could construct a building in half an hour on the computer, and you’d have this amazing-looking thing, but, he said, “It didn’t help us make good buildings. It helped us make things that looked like they might be good buildings.”

I went to visit him one day when they were working on a big new complex for some place in Texas, and they were using matchboxes and pens and packets of tissues. It was completely analog, and there was no sense at all that this had any relationship to what the final product would be, in terms of how it looked.

It meant that what you were thinking about was: How does it work? What do we want it to be like to be in that place? You started asking the important questions again, not: What kind of facing should we have on the building or what color should the stone be?

I keep thinking about that insight: “It didn’t help us make good buildings. It helped us make things that looked like they might be good buildings.”

Substitute the word “buildings” for whatever output is supposedly being revolutionised by generative models today. Websites. Articles. Public policy.

Have you published a response to this? :

Responses

James

I have been listening to a podcast interview between Ezra Klein and Brian Eno. In it, Eno referenced the concept of the “premature sheen.” I stopped what I was doing, paused the podcast, and started to think about what those words meant.

I wanted to learn more about the concept, so I searched for “preamture sheen” on the web. DuckDuckGo returned an info card of Martin Sheen at the top. Not quite the result for which I was looking, then I realised that there was a typo in my query and maybe that had something to do with it. 1

The second result was Adactio’s blog post called “The premature sheen”. This looks familiar, I thought. I clicked on the result and realised that it was through Adactio’s blog that I first found this podcast episode.

I saw the post in my web reader, clicked through to Adactio’s blog, clicked on his link to the podcast, and that’s how I got here. Then a web search engine took me back to his blog. All of this is something of a cycle in finding information, a cycle in which personal websites are at the heart. I discovered the podcast through a personal website. I kept up to date with the personal website through a web reader tailored for following blogs.

I haven’t yet read about the concept of “premature sheen” for the serendipity of finding the blog post on which I originally discovered the podcast swept me away. The web is both wide and small. The web is full of potential. The web is wonderful.

I have been thinking for a while of making a list of “reasons to be optimistic about the web.” I tried writing that post but the writing felt a little bit forced, almost as if I was trying to apply sheen before I knew exactly what I wanted to say. I kept my writing as a draft. Now, I wonder if the form of that idea is a list of stories that emerge as I experience wonder with the web – stories like the one I shared above where I had a full-circle experience involving personal websites. A story where the next place to learn about something I heard was from a friend, on the web.

On a similar note, I read Y’all are great by Manuel earlier today, in which he noted “with all the other wonderful humans that are still out there, spending their time making sure the old school web, the one made by the people, for the people, is not dying.” Another personal website that is beaming hope into the world about the web can be!

The web is indeed not “dead.” With every voice publishing on independent platforms, and every link between websites, the web shines. With every blog post, story, and note, the power of connection that the web makes possible is illuminated. We can build the web we want.

If you are looking to make something for the web today, I have a prompt for you: What stories do you have of times recently when the web has felt alive?

[1] Typo tolerance is one of my favourite features of search engines. Fun fact: when you add spelling correction in the background to a search engine, the engine becomes significantly more delightful to use. I don’t think Martin Sheen should have come up in the search result, but I’ll take any excuse to think for a moment about the West Wing.

# Posted by James on Wednesday, November 19th, 2025 at 12:12pm

Steven Garrity

@adactio You’ve put a name to a concept we talk a lot about at @silverorange

I’ve been saying “too much detail too early”, “early polish”, etc.

From this day forth, it shall be known as “premature sheen”.

Kumar McMillan

@adactio I find the opposite is true of AI assisted prototyping for web applications. It’s so fast and easy to generate “kinda working” code with AI. This lets you touch and feel the product much sooner than before which in turn helps you validate the product from the perspective of the user.

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Previously on this day

3 years ago I wrote That fediverse feeling

Mastodon is a vibe shift in the best possible way.

8 years ago I wrote Hooked and booked

Is A/B testing a gateway to dark patterns?

11 years ago I wrote Webiness

What the web is(n’t).

14 years ago I wrote Play me off

All’s fair in love’n’wikipedia.

17 years ago I wrote Big in Japan

Adventures in the land of the rising sun.

18 years ago I wrote Local activity

Brighton to London.

20 years ago I wrote One morning in York

Thanks to the good folks at Vivabit, I’ve had the opportunity to take the DOM Scripting show on the road.

24 years ago I wrote RSS fever

Time for some more geek talk. I’ve been spending the day playing with RSS feeds on my little portal (again). I was spurred on by an encouraging email I got from Prentiss Riddle, who keeps a great weblog.