Most products try to do too much, and as a result they do nothing well. Designers add features with the intention to stand out but those features clutter the user experience and drive up cost. Smart design is not about adding the right features, it is about leaving the right ones out.
Focus on one job and make it your brand’s priority.
Say no to everything that does not contribute to the essential experience and job the product is meant for. Only by eliminating the distractions can you concentrate your resources on getting the essentials right.
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