TightWind is written by Kyle Baxter. Stay Hungry. Stay Foolish.

Marcelo Somers:

Businesses big and small (yes, even you startups) continually focus on tasks and features. Iterating on new features. That’s great and can sustain businesses for years or even decades.

The problem is, the disruptive companies focus on experiences: people and activities.

When products are designed-by-feature, customers have to figure out how it fits in their lives. Well, if I use it to do this, it could be useful, or maybe this too. Oh, no, wait, that won’t work… Maybe this? But when they’re designed for experiences, they don’t need to go through that thought process, figuring out what purpose it serves for them—because it was designed to serve that purpose from the beginning, and it fits effortlessly into their lives.