Obsess Over Customer Experience—Not Just Your Product

When Netflix got started, they didn't just ask what people wanted—they mapped out every frustration of the then-normal video rental process: driving to the store, paying late fees, returning tapes that might get lost or broken, and waiting for unavailable titles. Instead of adding flashy features, they concentrated on solving for these exact irritations, reshaping both systems and perceptions. Changes like free prepaid shipping, clear return policies, and custom mailers solved for the user, not just business efficiency. Service design research shows that focusing first on eliminating customer pain points—what behavioral economists call 'friction costs'—dramatically increases adoption and repeat use, while unnecessary features often add only complexity.

Trace every step your users take when they encounter or use your offering, from interest to completion, and notice every hassle or point of confusion. Instead of aiming to add more features, focus on taking away those annoyances and make the experience smoother at each turn. Listen and watch for which changes actually spark delight or relief from your users—it’s these pain-killing upgrades that make your service irreplaceable.