From Airbnb to Google to Spotify, this era has come to be defined by the commodification of accessible consumer (and now, even enterprise) brands.

the best software products aren’t just assemblages of functionality ,exposed by particular formal elements (links, buttons, icons, menus). Rather, they organize and shape how you think, and they create or sustain a particular lifestyle

When we buy a physical product, we accept that it won’t change in its lifetime. We’ll use it until it wears off, and we replace it. We can rely on that product not evolving; the gas pedal in my car will always be in the same place.

However, when it comes to software, we usually have the ingrained expectations of perpetual updates. We believe that if... See more