You comb Hacker News daily, marveling at the neatly packaged startup tales, uber-effective best practices, super clever engineering solutions, and lots and lots of links to websites filled with Helvetica, minimalism, and pastel colors. You’ve attended Lean Startup workshops, read Four Steps to the Epiphany, and subscribe to the Silicon Valley Product Group blog.
Honestly, it’s all very intimidating.
My product advice, from one overthinker to another overthinker – throw it all away. I mean, read the articles, enjoy the stories, and try to form your own opinions, but I wouldn’t take it too seriously.
A year into my first startup, my first major product epiphany was to never, never, ever try to build a product you couldn’t be a user for. That may be obvious, but I still read people discussing strategies for building products that they don’t use. There is no better user study, no more accurate persona than asking yourself what is good. There are probably product people out there that can do it, but, no offense, it’s probably not you, and it’s certainly not me.
There are many pros to building a product that you would use. Actually using a product (and I mean really using it), allows you to access the powers of intuition, an infinitely more valuable product tool than reason. Your intuition explains to you in a moment what it takes your reason an hour to break down. Your reason will lead you down a dozen wrong roads.
Another way of saying that is: if you think it’s cool, it’s probably cool. If you think it sucks, it probably sucks.
However, building a product for yourself doesn’t give you a free pass from user research, personas, and all the other things that product gurus tell you to do. Spend a year having the same product discussions with the same group of people, and the discussions will lose all meaning. Talking to five people outside of the company will bring you back to earth real fast.
One last thing…whatever you build, make sure it looks good and is the highest quality possible.
But wait, you say, look at eBay, Amazon, and Craiglist – they look like crap. Implement an MVP with product/market fit, and it doesn’t matter what it looks like. That’s true sometimes, but it also depends on where you are on Maslow’s hierarchy of needs. The lower on the pyramid your product is, the crappier it can look. If your product is core to helping people make money, pirate movies, or sell your useless couch, you don’t need a designer. But if you’re high on the pyramid, ugly/clunky UI makes it impossible to for people to see your vision.
If you read Steve Jobs biography, it talks about one of the three original Apple philosophies: an odd word called impute. It’s basically a philosophy around impressions. On product, they said, “If we present them in a slipshod manner, they will be perceived as slipshod”.
Speaking of the biography, I’ll wrap up with my impression of that book. It’s a story about a product genius, but it’s a story with as many missteps as triumphs. I take the moral of the story to be: forget the experts, the know-it-alls, and the doubters. Trust yourself and your vision, and go build something.