Horace Dediu wrote about what it means to be great.

What makes a product great? I struggle with this question because being great is not just being better than good. Greatness is to goodness as wisdom is to smarts. Just like getting smarter and smarter may never make you wise, getting better and better does not mean ever becoming great.

Greatness is transcendental. It’s hard to pin down. It inspires debate. It divides as much as it unites. It creates emotions as much as thoughts. It builds legends. It engages and persists. It lives in memory and penetrates culture. It implants itself in our consciousness persistently, to linger and dwell in our minds while we are bombarded with stimuli.

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In the absence of any measurement of greatness, how do we spot it?
It may just be down to “knowing when we see it”. But not everybody does.

This quandary came to mind when looking at the performance of the latest iPhone, the 6S. Observing it closely, we lose sight of it. We see only minute changes between versions; marginal changes which can’t be weighed. And yet these changes have a more important attribute: they are absorbable. A change that is ignored is not only valueless, it may actually destroy perception of value. It creates clutter and confusion. A change that is absorbable is valuable. It is meaningful.

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Paradoxically, the improvements are not usually things that users ask for. Surveys always show that consumers want “better battery life” or a “bigger screen” but delivering something else entirely which nevertheless leads to mass adoption shows an uncanny insight into what really matters. Indeed, those who deliver only what customers ask for end up marginalized and bereft of profit.

Great piece by Horace Dediu. Not everyone can recognise and appreciate greatness when it first appears.