Second, you might have the opposite situation: a product that’s become boring to the point of invisibility. Air travel. Routers. Refrigerators. If you wanted to make these seem more exciting or innovative, you’d want to “denormalize” or defamiliarize them: push them to the edge of the Manufactured Normalcy Field so that we notice them again and they feel new. For example, imagine an airplane with as much visibility for the passengers as was feasible: huge windows that really let you feel and see the speed and angle of the plane’s flight.
Estimated reading time: 9 min
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