Do we really need to build this?

A fishmonger puts a new sign up outside his shop. The sign says: 'Fresh fish sold here'. A customer comes up to the fishmonger and tells him his new sign is a waste of money. When the fishmonger asks him why, he responds: "Well, I know you have fish, because your shop window is full of them. And I assume you're selling them and not giving them away for free. And I would certainly hope your fish are fresh. And if not here then where?"

That redundant shop sign has stuck in my head for years, and as I look around the web I've noticed it's littered with 'Fresh fish sold here' websites, apps and services; those that seemed like a good idea but weren't really needed. 

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Liam is the founder of Lagom Strategy and leads its digital user research and discovery phases for Government and public bodies