Most things by definition are created average. Here is a mental framework for creating exceptional products with examples from Apple
Insightful and helpful. Would be interesting to know how the model evolves when coupled with another dimension: "Time". Specially when the feature/product is
Important and Urgent.
This looks to make sense, but how do you introduce a room for serendipity? I mean sometimes you can be creative by building things that are out of your comfort zone a.k. "Not important" or "Not important. But needs to be done.".