You can build it but they might not come

I found this quote on Maria Popova's Brainpicking blog and one question in the quote, about users and the take up of online tools, services or products, struck me as a useful truth that ought to be universally considered before we build anything in digital- Why would they? It's a question that neatly aligns with one I use often: What problem does it solve?

The quote is from a Paypal executive, Anuj Nayar, discussing Square and its model for digital payment transactions.

PayPal Square Digital Payment Plans

"The customer needs to see the benefit beyond 'This is just cool." Amen to that.