How to design perfect software products (2013)

This is because specialist teams, even the best, often stubbornly apply a process I call “Complexity-Oriented Design”, or COD, which works as follows:

COD is characterized by a team obsessively solving the wrong problems to the point of ridiculousness. To get the most out of SOD, the designer has to use the product continuously, from day 1, and develop his or her ability to smell out problems such as inconsistency, surprising behavior, and other forms of friction. The classic errors are to focus on ideas, not problems; to focus on the wrong problems; to misjudge the value of solving problems; not using ones’ own work; and in many other ways to misjudge the real market.

Source: hintjens.com