To you and I, the iPad is an optional part of life/work/leisure. Sure, life is better and easier with it, but we remember a time before iPads and could live there again if we had to.

My 11 year old daughter does not remember such a time. She has only ever known life with iPads, phones and other computers. She could not imagine living a life without them. To her the iPad is essential.

That’s the same attitude your customer takes to the features of your products. What you see as essential in your products your customer may see as being optional. If you can’t remove the optional from your product someone else will. My friend Matt Church calls this being easy to buy. If you’re not easy to buy, someone else will be, and it makes sense that the customer goes to them.

As always, I’d love your comments on this here.