David Sherwin absolutely nails the dilemma confronting startups. The user experience, the business model, and the tech choices are part and parcel of your success. None can be ignored, all are important. People frequently approach us with an idea. Sometimes that includes a business model, sometimes it includes thoughts about user experience, almost never does it include tech recommendations. Yet for the company and the project to achieve its potential, we have to make sure everyone understands the idea as it is manifested through those three lenses. One won’t do. Two won’t do. We need all three.