Technological innovation is important, but it tends to dazzle people with what's possible instead of lighting the way toward products that people can understand and use. Making things understandable and usable isn't particularly glamorous, but it's good business. For every successful business, numerous others met quick deaths because they ignored that principle. With Apple Inc. leading the way, businesses recently have begun to recognize the importance of usability in their products; however in the real world products have to be developed at a breakneck pace and with a small budget. Developing a usable product or service takes time, planning, and attention to detail. Because market conditions change so fast, though, it's easy to over-analyze them. But worse, businesses dive into development too early before software or web usability and strategies are explored. Once that path is taken, it's often difficult and costly that makes it hard for businesses to take a step back. There's no re-do in software and web design and development without costing value time and budget.