The old style water fall process has limitation. It is not necessary that technology-empowered product has to be digital. It can be blended product, online and offline. When small companies grow into enterprise level, they feel that they do not know what comes next. Most companies want to prioritize roadmap. There are a set of requirements of an idea. First, the requirements might be user stories, they might be functional specification. Two part of technology is design and code. Emotion overrides rational natural preference. Brands engages us emotionally. Among $15 immediate gratification and $20 delayed reward, most people choose $15 immediate gratification because emotion is positively associated with the likelihood opting for immediate gratification.