Businesses with great products have enthusiastic and loyal users who value the functionality and other benefits provided by these products. But for a product to be great – there needs to be something more: an ’emotional connection’ made with users. This so-called ‘joy of use’ moves a product from being merely ‘good’ to ‘great’.

In the 1980s to 1990s Psion was  such a company, providing great products in the PDA (Personal Digital Assistant) market with an enthusiastic user base. For many years it was the market leader with products such as the Series 3 and Series 5 PDAs were best sellers. So why did it exit the PDA market in 2001 – to the disappointment of its customers? And what can businesses learn from their experience?

A new Codexx video tells the story.