Building a great product or service is a bit like cooking dinner for someone you don’t know.
There are some things you know, however.
They expect it hot.
They desire something delicious.
They (believe they) deserve a great experience.
That’s product design.
They expect it to meet the basic requirements.
They desire it to meet their personal requirements.
They deserve to feel valued, heard, and respected.
If you build a washing machine, your customer expects it to clean the clothes, they desire that the features work as advertised, and they deserve to feel like they received value.
If you’re an airline, your customer expects to arrive at their destination, they desire to sit in the seat they paid for (or upgraded), and deserve to be treated with respect.
Expectations and desires are easy and concrete. Talk to your customers. Survey the market.
But it’s that last one that sets you apart.
