When building digital products and experiences, there are no shortage of new ideas. Ideas to make things better. Ideas to make things easier. Ideas to overcome old problems.
Over time I’ve come to learn that the pitch for the new idea should feel natural and easy. The description of both the problem and the solution should be quick, simple, and clear.
This doesn’t mean the idea is obvious. Uber in its early days was a non-obvious, counter-intuitive solution—but the problem and solution were certainly easy to understand.
The easier it is for the end user to understand how the solution solves their problem, the more chance we have at building something successful.