there are a couple of ways to look at it, but you first need to figure out what you are selling. in the case of myspace, they were creating a place for people without web skills and money to have a social website, it was geocities2.0 and if someone at geocities was paying attention, they should have come up with the idea. the ipod on the other hand was designed to have every sales advantage over every other MP3 player, and at launch, IT DID. the iPod was smaller, easier to use, had a larger hard drive, and it was cheaper; Jobs was able to sell the iPod cheaper than other MP3 players because he knew that he could make the money up in the online store, so if Apple broke even on the device, he would make it up later. So Apple had more in common with selling a Starbucks Coffee, than selling a piece of hardware. Apple became a music experience vendor.
Dyson sells vacuum cleaners as an experience vendor too.
How are new cars sold? Are they a total experience sale, or are they a hardware sale?
How are used cars sold? Are they a total experience sale, or are they a hardware sale?
If your site is an experience sale in a developed marketplace, you may need to think about design "now," however, if your device is a time saver, or is new in its marketplace, you should be able to iterate the design over time.
Dyson sells vacuum cleaners as an experience vendor too.
How are new cars sold? Are they a total experience sale, or are they a hardware sale?
How are used cars sold? Are they a total experience sale, or are they a hardware sale?
If your site is an experience sale in a developed marketplace, you may need to think about design "now," however, if your device is a time saver, or is new in its marketplace, you should be able to iterate the design over time.