Figure 2-10. Tinder’s killer UX These products all got to where they are not by execution of a static business plan or a two-week UX discovery phase, but through experiments, failure, and iterations over months and sometimes years. It was the insights born out of structured strategic meanderings that blossomed into awe-inspiring product interfaces. It’s how the founders and teams behind-the-scenes took risks while assembling the building blocks of their products’ business models. They fine- tuned their value innovation and acquired fervent customers, which led to a competitive advantage such that they now swim in a blue ocean. TOP 10 NOT-UX STRATEGIES! 1. A killer idea for a new product! 2. A laundry list of features! 3. A thoroughly researched game plan for which all possible scenarios have been considered and is ready for implementation. No need for customer feedback because you are 100 percent certain you have nailed it! 4. A creative permutation of trending buzzwords that were just used by another startup that raised financing (for instance, peer-to-peer sharing economies). 5. A generic set of motivational statements (such as Go Team Challenge Conquer). 6. An arrogant statement from some expert — “Our product sprung from the genius of Professor I.M. Awesome, the visionary of Social Lean Disruption.” 7. A hypothesis that has nonvalidated risky assumptions — “Well, all women do like pink.” 8. A grandiose vision that doesn’t align with its core values that your company has no capability of delivering (for instance, a patent-pending, new-method-of-discovery dream). 9. A vague affirmation that sounds like a good Hallmark card — “You, too, can achieve Social Lean