Key Insight #4: Align customer vision (what you want your customers to become) with user experience (what you are asking them to do). Key Insight #5: If you can’t be your own best beta, find and design the customers who can. Key Insight #6: Anticipate—and manage—the dark side of The Ask.

Upgrade your user, not your product. Don’t build better cameras—build better photographers. —Kathy Sierra

Across the board, your team will begin to notice the holes they’re standing in, shake off their habituation to the status quo, and start making things better. Rather than looking at how other companies do things—have always done things—and copying them, your team will begin to think like their customer: “Here’s how I would want to return this produ

Upgrade your user, not your product. Don’t build better cameras—build better photographers. —Kathy Sierra