Most of us will also have seen recommendations at the end of presentations broken down into “quick wins” and “longer term initiatives”. I like to think of these differently; I see “pointless things that stop us solving the real problem” and “much harder things that will solve the problem but no one is brave enough to do”.
A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.”