Founders start companies because they've identified a problem, to which they've produced a solution. In order to maximize the number of individuals whom the service benefits, startups must minimize barriers to entry for utilizing it. So, designing a great product means making the use of that product natural and intuitive, even for less tech-savvy individuals. Designers like Loren Brichter, who created features such as pulling on a touch screen to refresh a page, arn't recognized enough for the strides they've made in product design. Startups need to start pushing innovation and creativity in their product design.