So many talented engineers fail to commercialize their products. Shame. They follow a pattern of feature-heavy, poorly designed goods that try to solve too many problems. Instead of getting defensive, engineers can approach this issue with an open mind and figure out ways to get past the early adopters. This session will discuss what works to get engineers out of this rut, why the current process is broken, and ways engineers can break bad habits. After all, engineers are problem solvers, and this ticket has been open for too long.