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“My friend Kasey Klimes wrote a fantastic piece called “When to Design for Emergence” on the design dynamics of large-scale software after working on Google Maps.

He points out that our current approach is designed to only solve the most common needs of the most number of users.

Anything beyond that is what we call the long tail of user needs. These are things only a few people need, but there's a nearly infinite amount of them.”

“small-scale, specific software [is] the land of opportunity”