ido shavit

When we’re in a competitive battle, we lose control of the design process. We’re told that feature parity — matching their product’s capabilities, feature for feature — is the top goal. “Customers won’t choose us if we don’t have what the competitors have.”

The key to any great design solution is equal parts patience and exploration. You’ll have many great design ideas. The first one is not necessarily the best one and your best o…

…hat really work just don’t have to try as hard as things that don’t. Or to put it even more simply: The best-designed stuff doesn’t tell you some high-minded story; it just gets out of the way, and lets you tell your own damn story.