A lot of what we seem to be doing in a product like [the iPhone] is actually getting design out of the way. And I think with that sort of reason — and they’re not just arbitrary shapes — it feels almost inevitable. It feels almost undesigned. It feels almost like, “Well, of course it’s that way. Why would it be any other way?”
It's a similar concept with strategy. The more it seems obvious (in retrospect) it was the way to go, the stronger the focus and discipline invested to make it happen.
Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover
the value of promises and its effect on relationships and
culture. She is also frequent speaker at
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