Chapter 6
Cutting and re-cutting
HOW TO GET YOUR PRODUCT RIGHT
‘Chris, I don’t get it. I am not sure what I am supposed to do or what to use it for …’
How can someone sensible say that? Surely it’s bleeding obvious what you do?
Well no, actually. If the customer doesn’t get it or doesn’t like it, then it’s our fault not theirs. I was cross that a friend of mine didn’t understand what we were trying to do. In fact I was bloody furious. I was angry with him, angry with myself and angry with our product.
It hurts because it’s so personal. You have taken hours, weeks, months and even years in some cases, to create something which you believe ...
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