Steve Jobs described a product-development problem nearly 20 years ago that I continue to see with clients all the time. In August 2007, CNET’s Molly Wood asked Steve Jobs whether Apple’s pricing and design meant it appealed mainly to an elite, and whether his goal was to overtake the PC market in share. Jobs answered with a different objective. Apple wanted to make the best computers it could, products its people would proudly recommend to family and friends, “at the lowest prices we can.”...