Computers have dominated chess for years now, but even the best computers have a difficult time challenging an experienced human Go player. - Josh Kaufman

Garvin’s eight factors in terms of questions: Performance — how well does it serve the intended purpose? Features — how many useful or valuable benefits does it offer? Reliability — what is the probability it will break, malfunction, or fail when used? Conformance — how well does it meet established standards? Are defects common? Are acceptable replacements available if I need them? Durability — how long will it work? Serviceability — if something goes wrong, is it easy to fix? Aesthetics — is the subjective experience of using it pleasurable, attractive, or reassuring? Perception — does it have a good Reputation and deliver better results than anticipated, to avoid the Expectation Effect?

By recruiting a good team and eliminating as much Friction (discussed later) as possible, you’ll achieve the results you’re seeking.

Most drivers don’t buy expensive off-road-capable vehicles because they actually drive off the road. They buy them because off-road capability makes them feel adventurous and bold, capable of meeting any driving challenge.