Quilting is the process of stitching meaning into place so it stops sliding. Without quilting, meaning drifts. A product that receives ambiguous signals; some people calling it revolutionary, others calling it overpriced, others not knowing what category it belongs to; will never accumulate the kind of stable meaning that creates pull. Quilting is how you prevent that drift and push meaning toward the interpretation you want. The term comes from Lacanian psychoanalysis; specifically from the concept of the "point de capiton" or quilting point; the moment where a chain of signifiers gets anchored to a specific meaning. In practical terms, it's the process by which unstable, ambiguous meaning gets fixed into something consistent enough to compound. The three main sources of quilting in this framework are: the pre-product (what you say before anyone tries the product), the spectacle (what credible third parties say about you), and the algorithmic layer (what search engines and AI systems say when someone asks about your category). Each one reinforces or destabilizes meaning depending on whether it points in the same direction. Quilting is not a one-time action. It's an ongoing process, because meaning is always somewhat unstable and the signals that affect it are always changing. See also: Pre-Product, Spectacle, Algorithmic, Product Meaning.