“It’s tempting to make a boring product or service for everyone. Boring because boring is beyond criticism. It meets spec. It causes no tension. Everyone, because if everyone is happy then no one is unhappy. The problem is that the marketplace of people who are happy with boring is static. They aren’t looking for better. New and boring don’t easily coexist, and so the people who are happy with boring aren’t looking for you. They’re actively avoiding you, in fact.”