That consumer (and prosumer) products ultimately succeed because of how people feel about themselves using them. Ego analytics, surprise and delight, and hooks to appeal to our laziness, vanity, and selfishness in the first mile of product experience are the biggest secret in product.

When sameness costs nothing, difference carries the value. If two products solve a problem equally well, people choose the one that feels better to use—-the tone of voice that resonates, the design that delights, the experience that feels lighter or more focused. Think about writing in Word versus Google Docs: Both let you draft this article, but... See more