Consistency is important as it makes people feel at home and instills trust in the brand. The iOS ecosystem makes it easy for people to transition from one device type to other because it has a consistent look and feel, actions and this way the brain doesn't have to apply any cognitive effort when moving from iPhone to iPad to a Mac. I learned about Keynotopia recently and was enlightened by its application. I saw the transition of a bootstrapped Startup to a consistent Enterprise Startup and this is why I see the importance of consistency introduction in every department at Startup as early as possible. The UX style needs to be consistent with the entire product line and a company-wide style guide maintained by the UX group is absolutely important from very early days of the Startup. Your button color, fonts, logos need to be consistent in each product and even company presentations. From the moment a customer lands on your Marketing website to the trial perio