To create an excellent product or product feature, two things are critical:

• An understanding of your users
• An understanding of the problem

Without these elements, you will miss the mark most of the time.

Elon Musk has been putting on masterclass so far at Twitter (and on Twitter) in everything not to do at a company. Let’s set that aside for a moment though, and zoom in on one specific area of the recent fiasco: the blue checkmark.

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Twitter: @kylelarryevans and @producthinking