
36
The Challenge
Prologue
just a tool
just a tool
Compelling thing
to be badass at
just a tool
just a tool
just a tool
Tools matter. But being a master of the tool is rarely our user’s
ultimate goal. Most tools (products, services) enable and support
the user’s true–and more motivating–goal.
Nobody wants to be a tripod master. We want to use tripods to
make amazing videos.
Most products and services support a bigger,
compelling, motivating context.