Not long ago, Intuit founder Scott Cook led a brainstorming session devoted to improving one of Intuit’s flagship products, TurboTax. For years the team has focused on how to improve the “interview” built into TurboTax that asks customers to answer questions and fill in data to generate an accurate tax return. Every year the team would debate how to improve that interview tool, polishing and perfecting and adding specificity that led to the most accurate possible results.
