How to lose touch, relevance, and customers

Before you release a product or feature, you’re designing it for the behaviour you expect. Once it’s released you start designing to support the behavior you get. Reality always bats last.

I gave a 45 minute presentation at this years Business of Software conference in Boston where I covered many of the lessons we’ve learned and shared here on the blog. Check it out below.

There’s a full transcript of the talk over at the Business of Software blog, and if you’d like a copy of the slides, subscribe to our newsletter below and drop a mail to