Lots of customers aren’t as good at using your product as you expect.

That product is your whole world, and you have the specialist skills.

Customers like me don’t. We can be stupid, distracted, impatient, half-drunk, or all those things.

Make it simpler for us. We don't have the time or energy to read instructions or explore your exciting world of options.

Here's why your product should be more like a rice cooker.