The narrative should always be framed in the context of life itself. How does your product empower people? Does it help people save time or make them forget time? How does it take natural human tendencies into account, like the desire to look good or make better (and fewer) decisions? And most important, what about your creation will eventually be taken for granted? There’s nothing more impressive than inventing what becomes obvious. The only way to create something that withstands the test of time and becomes a critical part of your customers’ lives is to understand the broader narrative
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