We are not selling products; we are selling experiences. Anyone could come up with a product that does what your product does. Not only must we produce the features our customers are demanding, but they must be easy to use, intuitive, show clear value and have expectation-exceeding help available. We need to ensure the product is meeting our customers’ demands. Product teams work hard to gather data and schedule features, but every person has the ability to feed information into that process to help those decisions. Often this means listening to what the customer isn’t saying. If you hear a sigh from a customer every time you explain a feature, that product area is probably not the as intuitive as it can be. These small things cause ‘death by a thousand cuts’, and while no customer will take the time to actively call you about these problems, it’s imperative to use existing touch points to listen and feed that information into teams that can drive change. Think of all the products you have used where you just *had to learn* the correct, but unintuitive gesture and are subtly ticked off every time you need it. Removing those obstacles will create a better experience & help us not only create the best experience, but let our customers easily do rad shit!