What are your product’s goals?

Marco Arment writing about Amazon’s goals with the Kindle:

I agree: it does seem like those were Amazon’s goals. They now have an inexpensive tablet that makes it extremely easy for its users to buy more from Amazon.

Note the apparent absence of goals such as “Make a great reading experience” or “Make a great portable video player”. It serves Amazon’s business goals (assuming it sells), but it doesn’t serve its customers’ goals well.