The iPad, and the Staggering Work of Obviousness : Cheerful
> ## the “of course” model of innovation diffusion > > People won’t buy a product if they can’t understand it immediately. They can’t understand it immediately if their worldview doesn’t already have a readymade place for it. And their worldview won’t have a readymade place for it, if they’ve never seen anything like it before. > > Steve expertly wields the powerful tool that is *the feeling of recognition.* > > That feeling tells us, *hey, I’ve been here before, and good things happened, and people were nice to me*…