It takes several iterations of a good idea and a bit of sex appeal before it catches on. The iPhone wasn’t the first multifunctional device – it was just the first on the market to package everything up into an object of desire. I clearly recall explaining to a friend: “The camera is inferior, it doesn’t have Flash and the battery life is useless. But just look at it. I don’t care if it doesn’t work – I want one!” There’s a kind of mysterious synergy – the sum of the parts don’t add up to much but somehow, the whole is huge. It’s the same with some business and technology innovations. And in the invoicing space, it’s beginning to have a remarkable effect.