Gruns, a gummy vitamins brand that launched in 2023, quickly reached a revenue run-rate of $100 million and is on track for $300 million. The founder, Chad Janis, recognized that traditional vitamin formats, like powders, were unpopular due to their messiness. By switching to gummies, Gruns revitalized a tired category and tapped into a fresh consumer insight. Brian Sugar, an early investor, emphasizes how Gruns transformed the perception of eating gummies from a guilty pleasure to a responsible choice. The article presents a psychological framework for product design that can apply to both enterprise and consumer markets. For enterprise products, the idea is to turn unpleasant tasks into enjoyable experiences. An example is how AI can help with slide creation by automating tedious tasks while allowing users to focus on creative aspects. The author predicts a future where AI assistants significantly outnumber human coworkers, highlighting the importance of deciding what tasks to automate and what to keep human-centric. In contrast, consumer products should aim to alleviate guilt associated with indulgent activities. The article suggests that AI can enhance content consumption and online shopping by making these experiences feel more active and responsible. Generative storytelling can transform passive viewing into interactive participation, while AI-driven shopping tools can help consumers make smarter choices, turning impulsive spending into informed purchasing. By manipulating feelings of guilt and pleasure, successful products can align with human psychology to foster positive consumer experiences.