The best products do one simple thing:

They make life easier on customers.

See, Netflix beat Blockbuster because they decreased the friction of watching a movie at home.

Amazon is currently doing the same thing to big-box retail by making shopping infinitely easier than it has ever been before.

And Apple did the same thing with the cellular phone.

Apple made a phone – that does nearly everything in the world – easy to use.

No user manual required.

Netfilx, Amazon, and Apple are all examples of the customer preferring products that are simple and make their life easier.

How are you making your product easier to understand?

Despite what acolytes of the cult of Mac may say, Apple likely doesn’t make the best computers or phones. “Best” is subjective, of course. Whether Apple has the best technology, though, is debatable. But it doesn’t matter. People don’t buy the best products; they buy the products they can understand the fastest.

-Donald Miller, Building A StoryBrand