The solutions to some problems are complex. They combine many variables to create solutions and products. There might not be an easier way.

When you solve this problem, two things happen: you create a new captive market and you create barriers to entry.

We like captive markets. They create competitive advantage. Barriers are good if they keep out competitors. They are bad when they keep out customers.

Often, in our pursuit of solving complex problems, we forget that we want new customers to easily use the solution. So either the interface should be really easy, or help should be readily available.

It’s like visiting a country that prides itself on tourism, yet when you get to the train stop after a long flight, the information is not in a language you understand and there is no info desk to help you.

Something’s got to give.


Julien Rocheblave

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