Most companies (including web startups), he said, are looking to “wow” with their products, when in reality what they should be looking for is an “‘of course’ reaction from their users.”

Puzzled, I looked at him. And then it hit me: Great design means that one look and the end user reacts by knowing what to do with a knob or a button, without as much as even thinking about it. Of course this knob is what turns the volume up, or brings up the home screen.

This of course factor is at the heart of every great design — from the iPhone to the Braun alarm radio. And it’s an important lesson that every startup and entrepreneur should remember. Whether your company is making a physical product or a web service or mobile application, it’s essential for you to think about design.

Christian Lindholm


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