Every day a couple of dozen folks email me asking me to tell them what I think of their products.

When I have the time, or interest, to respond I generally ask myself a battery of questions:

a. Is the logo iconic?
b. Could you tell me the domain name over the phone once and have me type it in correctly?
c. Is it clear within 10 seconds what the purpose of this product or service is? Does it matter if it is clear?
d. Is the design world-class?

Those are tactical questions that let me know the person has skills. Everyone can pass those tests with a couple of months of hard work.

My two brutal questions, which you can't simply pass with a couple of months of hard work, are how recommendable and unforgettable your product is.

Here is how I ask them:

1. Would I recommend this product?
2. Will I remember this product next month and next year?
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