Teams are often tempted to show off by producing brilliant technical solutions that amaze their peers and management. But often customers would prefer a product that just works effortlessly. From a customer's point of view, the best solutions solve a problem in the simplest way and hide the work that developers are so proud of.

"When you start looking at a problem and it seems really simple, you don't really understand the complexity of the problem. And your solutions are way too oversimplified. Then you get into the problem, and you see it's really complicated. And you come up with all these convoluted solutions....That's where most people stop." Not Apple. It keeps on plugging away. "The really great person will keep on going," said Jobs, "and find...the key underlying principle of the problem and come up with a beautiful, elegant solution that works."

Development teams often assume that their products are done when no more features can be added. Perhaps their logic should be the reverse: Products get closer to perfection when no more features can be eliminated. As Leonardo da Vinci once said, "Simplicity is the ultimate sophistication."

Over time, we create an Internet that matches our world view through the click signals we send. We aren’t exposed to different points of view, which Pariser says is a threat to everything from creativity to democracy. Adding to the threat is that the filter bubble usually works behind the scenes: In fact, it must go unnoticed to be effective. So while we make the media that ultimately makes us, we don’t notice that we’re being exposed to certain content because we never see the content we’re missing.

Pariser outlines several ways to address the problem, including building serendipity into search engines and helping users find alternative viewpoints, particularly when it comes to news.

Valuable content on a site you own is a classic win-win for readers and the site owner, while publishing original material on Facebook is a lopsided relationship that favors Zuckerberg and his data-hoarding cronies. Social networking is highly useful for driving traffic back to your own web asset (and we use various platforms to do just that). But I have no interest in becoming someone’s user-generated content, especially at the expense of my privacy … or my business.