Experience Is the Product

Not only thatit's the only thing users care about

In 1888, an inventor named George Eastman designed, manufactured, and marketed a camera that changed not only photography, but consumer products—forever. Four years earlier, Eastman invented a new kind of film, roll film, that was much easier to handle than fragile photographic plates. Now, had Eastman taken a typical engineering approach to designing a camera that used roll film, he would have copied the typical camera of the time, just on a smaller scale, providing an incremental improvement on his predecessors. Instead, he focused on the experience he wanted to deliver, captured in his advertising slogan, "You press the button, we do the rest."

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