PRODUCT DESIGN

Nobody in the company truly cares about our products. They don't care about the internal tools or apps we build either. They care about one thing: whether their problem gets solved.

A product is a means. A tool is a means too. Our real mission is to make the problem disappear.

The end goal isn't to build a better product. It's to solve the problem thoroughly.

Don't keep broken processes alive and then build more tools to "manage" them. Go straight to the root cause and remove it. A tool built to patch a broken process usually just keeps that process alive longer.

Value isn't measured by the number of features, or by how long users stay inside the system. Value is measured by how many problems we solve thoroughly.

Many teams get this wrong. They track "usage" and want users to spend hours in their product. We're the opposite: the less users have to use our tools, the more successful the product is.

Users don't need another slick dashboard. They need the distance from problem to result shortened.

If our software becomes one more chore in people's daily work instead of removing that work, we have failed.

We don't build SaaS to hold on to users. We build machines that help businesses move forward.

Let users be the heroes of their own work, not experts at using software.

• Clarity and usefulness always beat complexity.
• Nobody cares how long it took you to build the system. They only care whether it helps them get out of the problem.

The shortest path from problem to solution is always the best path.