The history of product innovation has repeatedly shown that companies who ignore the user in favour of the technology fail. They fail because they fall victim to what is now know as the stack fallacy.

"Failure is the road to success. There are countless examples of this, such as Michael Jordan failing to get on his high school basketball team, then training all summer and when school started again he was one of the best. When we created Wiredelta in 2012, we were both business graduates with limited technical know-how..."