Businesses typically have a more nuanced understanding of their products than customers do. When a group of people spends 40 hours a week, week after week, poring over a product’s details and fixing its problems, they learn things about it that normal humans never would.

It’s actually pretty cool. They become experts.

But they also develop blind spots, especially when it’s time to market their product. Industry-specific knowledge, so useful in meetings and on the production floor, ends up confusing customers.

We see this a lot on the web.

Say you want to buy a durable, waterproof watch. You have a brand in mind, go to their site, and find a dropdown menu full of obscure model numbers. What good is that?

These closeups and model names in the header navigation look nice, but they don’t provide customers with much useful information, thereby adding another step

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