For every new feature you need to… 1. Say no. 2. Force the feature to prove its value. 3. If “no” again, end here. If “yes,” continue… 4. Sketch the screen(s)/ui. 5. Design the screen(s)/ui. 6. Code it. 7–15. Test, tweak, test, tweak, test, tweak, test, tweak… 16. Check to see if help text needs to be modified. 17. Update the product tour (if necessary). 18. Update the marketing copy (if necessary). 19. Update the terms of service (if necessary). 20. Check to see if any promises were broken. 21. Check to see if pricing structure is affected. 22. Launch. 23. Hold breath.