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That Is Just a Feature


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Stop me if you’ve heard this before:

It’s just a feature, not a product.

It is a popular refrain from skeptics who want to sound intelligent about a new innovation, product or company. On the surface it sounds insightful because it draws a line between a product that stands on its own (“product”) and something that solves a small problem and cannot stand on its own (“feature”). It is hard to refute as it is a subjective statement and easy to justify.

It is also meaningless.

Dismissing something new as a “feature” ignores the fact that every product starts by solving a small problem. When starting from scratch, you don’t have the time or the resources to build a perfect product that solves a big problem. So what you do is carve out a small part of that problem to solve. Whether you follow the Lean methodology and build a Minimum Viable Product or simply suffer from the resource scarcity that follows starting a company, your initial product will be simple and basic. That is a good thing.

Many successful companies follow a common progression during their growth:

Feature -> Product -> Platform

If your business has potential (see Are You Solving a Problem), you should be able to prove it by starting with a feature. From that feature you can build a complete product which, if also successful, will form the basis for a platform on which you can build additional products. Companies like Facebook, Google and Sony were all built this way.

So if you find a skeptic that dismisses your idea as a feature instead of a product, don’t let that get you down. Instead, explain to that person the bigger problem you are tackling. If they still don’t understand, then I suggest ignoring their opinion. Life is too short.

This article was originally published at Sean on Startups, a blog about starting and growing companies.

Photo Credit: CC by  Bruno Hautzenberger

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About the author: Sean Byrnes

Sean is the founder of Flurry, the leader in advertising and analytics services for mobile applications. He is currently an advisor, mentor and angel investor in the San Francisco bay area. You can read more of his advice and thoughts on building businesses on Sean On Startups and his personal website.

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