1Creating the Right Product

There is nothing so useless as doing efficiently what should not be done at all.


This is what customers pay us for—to sweat all these details so it’s easy and pleasant for them to use our computers. We’re supposed to be really good at this. That doesn’t mean we don’t listen to customers, but it’s hard for them to tell you what they want when they’ve never seen anything remotely like it.


By now lists like this are well known: Ford Edsel, Pontiac Aztek, New Coke, Crystal Pepsi, HP TouchPad, Apple Newton, and Microsoft Zune, and we could go on—and on. Billions of dollars and countless hours of human effort have been squandered on product ...

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