The same concept applies in all product design. Designing the world’s best TV for everyone is impossible. How could you possibly hope to figure out the right price point or feature set? Whereas designing the world’s best TV for a specific type of someone — the hearing impaired, parents of young kids, executive boardrooms — becomes instantly tractable. Nearly every author attempts to include too much stuff for too many different types of readers. But that’s a recipe for writing something mediocre for everybody and mind-blowing for nobody — every chapter that the amateur adores, the expert
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