While I remodeled most of my kitchen about two years ago, I have not yet replaced the built-in oven. The oven still works, but it’s clock and timer was set with a plastic knob which over the years grew brittle and broke off. I’ve come to rely on the timer on my microwave — an over-the-cooktop model — to conveniently track goodies in the oven, on the stovetop, and even for non-cooking tasks like napping.

Unfortunately, the folks at Maytag have unnecessarily limited the timer function to four digits. The actual display is six or seven digits long, but the timer can’t be set for longer than 99 minutes, 99 seconds. If I’m slow-roasting garlic, then I have to set it twice. Or use my iPhone’s timer.

It’s frustrating, but a good lesson. Customers may use your product differently than you think they will. Their particular context may create uses for your product which you very likely will not anticipate. If you want your product to have maximum usefulness, then take the time to talk to your customers and visit them where they are using your product. It’ll be time well spent.