Sketching User Experiences: Getting the Design Right and the Right Design

The Bossy Rule

You can’t milk that cow forever.

—Farmer Brown

This book is about design. It should not be surprising, therefore, that one of its underlying premises is a basic belief that companies need to make new products. This statement may seem banal, but nevertheless, I feel that it is important to say explicitly, since so many companies are not very good at it.

Sure, in order to get started, companies generally need to have at least an initial product offering. If the company survives, then that first product likely is reasonably good, or it fills a need. Depending on the type of company, the product may be a physical object, such as a computer; a service, such as a new type of health insurance; or software, such as a word processor. ...