FOREWORD
I work with product teams to help them design and build more successful products. Unfortunately, I usually have bad news for them.
These teams are looking for the secret to creating great products. Like most things in life, there is no secret and there is no shortcut. Successful products don’t emerge from clever feature ideas or sexy screen designs. They come from teams that understand their stake-holders, customers, and users. They come from teams that know how users work today and empathize with their challenges. They come from teams that can imagine a better way for these people to work in the future using the software and technology they’re building. And they come from teams that test their ideas aggressively. Teams like this eventually ...
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