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If you look at, you know, the limitations of creating new products, you're only limited by the technology that you have to work with.

When you're thinking about your next product or current product and wondering how to make it different so you don't have competition, understand the job the customer needs to get done.

When you set out to create a new product, you usually do not start by trying to think of something completely new. You think of a product or concept that is already 'normal' to the world and then try to make it better. You make it Super Normal.

When you're trying to solve a problem on a new product type, you become completely focused on problems that seem a number of steps removed from the main product. That problem solving can appear a little abstract, and it is easy to lose sight of the product.

Once the product's task is known, design the interface first; then implement to the interface design.

You just have to make sure the model you're working on does not undersell your product.

Often, the disconnect between the marketing hype around a new product and what the product actually does is astounding.

I know that you're better off making your own products, not just waiting for someone to hand you something.

So if you're a customer today, the same person who came in to demonstrate the technology for you and helped you architect the solution before you bought it is likely going to be leading the team to help you do the implementation.

If you are truly innovating, you don't have a prototype you can refer to.