It’s easy to get sucked into adding more and more features, scaling our products and business inline with what people tell us they want, or what we think they want. This can be a recipe for disaster, leading to bloated, frustrating products and a diminished user experience. As designers, managers or founders, much of what we do is influenced by our customers, critics and fellow team members. To build, maintain and scale the best products and services, we need to identify and focus on what’s important. We don’t do that by saying ‘yes’ to everything, we do that by making informed, considered decisions, and by saying ‘no’.

– Andrew Couldwell, in The importance of saying ‘no’ in digital and product design