Designing for Experience
I have never been a huge Steve Jobs fan, but I do resonate with his words and thinking about designing for the customer experience.
In my work this translates into Vision, or being clear about the impact that you aspire to have on people and the world.
Some reject these kinds of statements, citing that they are Woo Woo words and phrases that amount to nothing more than benign words on the walls of an organization.
Take a look, and decide if Job's approach could make a difference for you.
“One of the things I’ve always found is that you’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it. I’ve made this mistake probably more than anybody else in this room, and I’ve got the scar tissue to prove it. As we have tried to come up with a strategy and a vision for Apple, it started with what incredible benefits could we give to the customer, where can we take the customer…” ~ Steve Jobs
Source: Richards, Kelli (2012-06-12). The Magic and Moxie of Apple - An Insider's View (Kindle Locations 194-198). All Access Group. Kindle Edition.