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At the LAUX Meetup Group, Media Contour’s Luke Swenson was able to track down Don Norman, author of The Design of Everyday Things: Revised and Expanded Edition and get his thoughts on problem solving, identifying the right problem, and why copying your competitors is unwise in a world where you should be focusing on your own strengths.

What about “featuritis.” Why is focusing on strengths so much more important than copying your competition?

You have to stand out. You have to look different from the others. Take the number of Android phones on the market today. They all look the same, right? Don’t feature match. Don’t design match. Make your phone stand out from the crowd. It’s about your company, not about your competitors. What are your strengths? What does your website design say about your company? What does your product design say about your company?

For instance, if your company is a fun, whimsical clothing company, your website needs to reflect that. You might not resonate with EVERY person who comes to the site, but you don’t WANT every person to buy your clothing. You want those who fit in with your company’s identity. That applies to every single business out there. You need to express what your business is like, what your image is, and then connect with people who share that. You need to show that you can solve their problem.”