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