Too many teams create very decent products that, for whatever reason, fail to rise above the crowd and truly capture the popular imagination. They are surprised when their products are mostly ignored by the marketplace, which seems to be captivated by some other shiny geegaw that's functionally inferior and more expensive. In many product categories, from software to consumer electronics, the product with the most market share is often more expensive and less functional than the number two product. Joel Spolsky will explore why this happens and suggest some ways to design a ''blue chip'' product that people will love. After you get great software and products using the usual repertoire of debugging, usability testing, etc., you have to go still further and think about beauty, user happiness, and emotional impact. Let Joel help you figure out what makes truly great software...great.