Great products don’t seem to require a silver tongue to sell, do they?

Their value is clearly understood by their target market. Perhaps the product is obviously superior from first glance. Rarely is this the case.

More often, the product designer has spent time getting to know those the product was designed for, learned of their pains, solved them, then told them about it.

The connection between problem and solution has no space between them. Isn’t this what makes a product great for someone?

Bad products, on the other hand, need all manner of smooth moves to peddle toward unsuspecting victims. Either because the product is bad, or because the product designer spent no time learning what those it’s designed for actually need. Oh wait, that makes it a bad product, too!

Connection converts.