Great blog post by Richard Pope. His thesis is that, when it comes to making great digital products, the ‘design-test-develop-iterate’ process is too linear. As a result, new products are essentially copycats, variations on a the same theme, ideas “stuck shuffling around a local minima”.

I don’t know if he’s right but his argument is pretty compelling, and one of his proposed counterbalances – ‘writing a list of axes’ – is downright genius. The whole thing is thought-provoking, and should be required reading for anyone involved in making digital products.