Guy Kawasaki was part of the team that developed the Apple Macintosh in the early 1980s, and he has spent much of his time since then thinking and writing about the factors behind a new product's commercial success. The conclusion this irreverent, battle-scarred computer industry veteran has reached is that the product is only a part of the story.

Sure, products with the right qualities are more likely to catch on. Specifically, Kawasaki thinks the best products are deep, indulging, complete, elegant, and evocative (DICEE)-meaning that they grow with their users, do more than they strictly need to, come with service and support, reflect their creators' pride and engender creativity.