focus on a different type of user or customer.

Ask yourself: What can my customers get better at that they care about? What skills do they develop when they engage with my product over time? What metric are they improving, and what makes that metric meaningful to them? What new powers, access, and privileges will open up as they progress?

need to be substantially better to motivate a user or customer to switch.

Customers don’t want your product or what it does; they want help making themselves better (i.e., they want to transform a life-situation, make progress).

The only reason we talk about the “user experience” these days is because it’s so rare that we actually see it happening. Our users are easier to ignore than to talk to. This was the exact opposite for the axe maker. His medium demanded good design.