Your customer isn't comparing you to the shop down the street. They're comparing you to the last thing they tapped on their phone this morning.
They don't expect you to be slick. They expect you to be current, clear, and easy to reach, because that's what everything else on that phone has taught them. Piece two of ten from the talk.
The whole talk, as video and as audio: https://markheinz.com/notes/the-whole-picture