Marcelo Somers:

Unfortunately, most organizations and even start ups still start with a list of features or things they want to build. People don’t consume features. They experience activities that add to their lives.

This is why Apple has been so successful. They build a product to solve a problem and make our experience better. Consumers may not understand that’s what happening, but when they use an Apple product, they immediately get it.

Apple makes the difficult look very easy. There’s a lot going on under those simple-to-use apps, but they hide all of that from us so we can just get things done.