Intuit

Intuit started in 1983 with a mission. Make accounting software for regular people. Scott Cook understood consumer psychology. Nobody wanted to do accounting. They just wanted it done correctly without complexity. Most accounting software was built by accountants for accountants. It was complex, required training was expensive, had steeper learning curves. Intuit inverted this entirely. Instead of building powerful features, they asked what a customer with no training would try to do first. Quick and looked nothing like professional accounting software. It was simple, visual, asked obvious questions, did the math automatically.