Great design creates real value and may change/broaden your value prop and pricing:

Before trying to figure out what your unique differentiator or pricing strategy is - first dig deeply into how you’re going to solve a real problem for a real user. Go all the way to end-to-end mid-fidelity designs.

While doing so, you will often find that your actual unique differentiator and pricing strategy radically changes.

I’ve been involved in countless projects where the team had guessed that their value was in some magic AI/ML/Tech deep in some workflow, but it actually turned out that the beautiful user experience we designed to get to the “magic moment” was it’s own kind of significant innovation.

Three lessons:

1. Solve real problems

2. Don’t put the cart before the horse.

3. Great design is a form of innovation in-and-of itself