I can keep building features forever. There's always another thing I want to add, and another way the product could improve.
Then I talk to someone who could use Clipflow, and they tell me they didn't know we existed. That is a different problem from the missing feature I was about to build.
It's easy to miss that distinction when you're inside the product every day. You know what it does. You see the improvements. You assume more people have seen the same things than actually have.
For us, that meant spending more time explaining the business and showing the work. We'd built capabilities people could use, but we still needed to get them in front of the people they were for.
I fall into the feature trap myself. Building gives me something to solve immediately. It also feels productive in a way marketing doesn't always feel to me.
But a useful feature can only help a customer who finds out about it. If you keep postponing the explanation until the product has one more thing, you can make discovery a problem that never gets proper attention.
That doesn't mean product work stops. It means I need to look at what is holding the business back before choosing the next piece of work.
If the people you speak to have never heard of your business, take that seriously. Spend time showing them what exists and what it helps them do. You might learn that the next improvement belongs in your marketing rather than the next release.
