Be gone features!

When you’re building a product start with a blank canvas.

Add one element at a time. For example user login.

By default, all the elements you want to add should start with you saying no to it. Continue by defending why it’s crucial.

If you are unable to give a convincing argument don’t add it.

You’ll end up with a product that is less cluttered and easier for customers to understand, and they’ll love you for it.

As founders, we’re taught features increase value. Yet as people we treasure products that are easy. So stop thinking like a founder.

Features are a mirage created by the devil.

If you were making say… a messaging service there are a lot of features you might want:

• Each message should have a timestamp
• A user should be able to upload a profile picture
• You should be able to see when others are online
• You should be able to send gifs and emojis

Truth is, none of them matter.

Have you ever heard someone go well I use Slack because they allow me to upload profile pictures?

You haven’t. Because it doesn’t matter.

Most features don’t matter. Instead, they’re costly and dangerous. More features mean more maintenance. Each feature needs a design, which costs time. If it doesn’t work exactly as the customer had intended they’ll get frustrated. What do you mean I can’t crop my photo before uploading it?

Instead, think of the opportunity cost.

You could have been working on the core. On solving the problem faster or making it easier. Instead, you’re spending time on making it possible for users to upload a picture of themselves.

Truth is, customers don’t care as much as you do about your product.

At the end of the day, they want to feel like they’ve done their job well, and then go home and spend their time however they want.

As an entrepreneur help them achieve that. If what you’re working on is solving a problem, you will. But features won’t.

So stop adding unnecessary features. Especially the “sure, why not” ones.