In today's world the market is flooded with offerings, some of them are great and others are terrible. But, there's enough people trying - that just having a spectacular product or service isn't enough anymore. You need to go beyond just an amazing offering and create a one of a kind experience that truly brings your offering to life for the customer.

When you're designing a new offering or just rethinking a current offering you should consider the whole that the customer will experience and how that affects them. One of the easiest examples is a restaurant. When you walk through the door the decorations and atmosphere should immediately set the stage for what's to come. You're seated and everything from the chairs, to the table cloth, to the lighting helps further the image that's been set.

Too often we only want to see a polished version of a new idea before we even start to discuss it or make decisions on it.  The problem is by the time the creator of the idea gets to a polished state they’ve already invested their time and energy into it and will try and defend it exactly how they’ve made it.  This mentality is okay to have later on in the process when you’re reviewing an idea before it ships or you invest a lot of money in it to make sure it’s the best it possibly is.  Any other time be it in the very early stages or during development when you’re making trade offs this mentality will just slow you down and can lead to a needlessly killed idea or sub-par idea moving forward.