Sublime

More often new products fail because they are not new enough. They do not offer any perceptible point of difference – like better quality, better flavor, better value, more convenience or better solutions to problems.

Having too many products or services, too many layers of management, and/or too many rules and processes for completing tasks leads to atrophy. Simplicity has to be a mandate.

If you want to discover great products, it really is essential that you get your ideas in front of real users and customers early and often. If you want to deliver great products, you want to use best practices for engineering and try not to override the engineers' concerns.

Teams who build winning products share some fundamental traits. They know their customers—and what problem they can solve for them. They know which approach to take—and why it’s superior to the alternatives. They know what they’re up against—and how to radically differentiate from the competition.

value in making products that are sticky,

Why do we assume that simple is good? Because with physical products, we have to feel we can dominate them. As you bring order to complexity, you find a way to make the product defer to you. Simplicity isn’t just a visual style. It’s not just minimalism or the absence of clutter. It involves digging through the depth of the complexity. To be truly

Second, we need to build products that people actually enjoy using.