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After that comes imagining yourself using it, imagining others using it, listening to people talk about…

…the experience of using it, listening to people talk about their imagination of others using it, and so on.

As you get down further in the list, it gets harder and harder to evaluate the actual experience.

Data can help in this process, but it's a lot like listening to someone talk about using your product.

You have to interpret what they're *really* saying, and they'll suggest incremental changes to fix problems.

Data may seem more "real" than user feedback, but they're both pretty far from the true reality of experience!

…which creates challenges because in most companies new products live and die by a ten-page doc on Why We Should Do X… :(

just get executives to use and approve every single change instead

i think you’re joking but honestly forstall-style is the best large-scale success plan i’ve seen work. :/

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Absolute dictatorship by vision-holder who can prioritize design and engineering concerns without alienating either.