Good story in BusinessWeek about how to design stuff properly. We couldn't have said it better ourselves. This is how it started and got off the ground, and this is how we continue -- gradual learnings bring greatness. You never get it right the first time anyway.

> Pretend for a moment that you're a founder of Skype just beginning to design their VoIP system. Should users pay in the form of a one-time transaction, an ongoing subscription, advertising, or not at all? What would the Skype experience have been, for example, if its creators had decided to charge up front for access? How would you know? Rather than placing a big bet and swinging for the fence, proceed as design thinkers do, which is to create something quick and cheap, show it to real people, and roll the learning back into the venture.