Noriaki Kano shows that you must meet basic expectations to avoid extreme frustration (though you’ll never be thanked). You must generate excitement on top of this to create pleasure. Generating meaningfulness is a further stretch.

Unfortunately, excitement generators become basic expectations over time

Base your roadmap on themes rather than features: what you’re going to do to meet basic expectations, generate excitement, and give users a meaningful payoff for spending time with you

Innovation is not invention — this popular misconception regularly causes feature bloat. Stop building more stuff, think about how you can solve problems that add value instead