I got “can we make it feel more premium?” again today.
Which is a fascinating sentence, because it contains absolutely no usable information… yet somehow generates three weeks of work.
“Premium” isn’t feedback.
It’s the noise a missing decision makes as it hits the
floor.
Most of the time it actually means one of these:
- “I’m scared it looks too small for the price”
- “I don’t trust the story yet”
- “I showed this to someone senior and they pulled a face”
- “We don’t actually agree who this is for”
So instead of changing fonts like a Victorian doctor swapping leeches, I ask:
“What outcome are you worried about?”
“What would ‘good’ look like?”
“What are we willing to trade off to get there?”
It’s boring. It’s also magic.
Because once you turn “premium” into criteria, the work becomes buildable again.
Written by Ryan Taylor