Wensing, M.

And that’s the key. Are these small things really trivial or are they part of a larger product vision where you end up with a truly polished product? It’s often hard to tell, and sometimes really a probabilistic bet. You really never know if you can nail a product experience until you do. It’s a counter-intuitive strategy and often involves working on some features that no-one even notices but makes their experience smoother or a series of “advanced” features that 5% of your users will use but a different 5% for each feature (meaning that almost everyone adopting has a smooth experience). It’s also counter-intuitive because it seems harder to defend from other companies. You’re not adding more features to a feature chart. But what’s not easily understood is your small changes are actually hard to copy because you’ve made a ton of small decisions that others won’t implement the same way, and so the copy-cat will end up with very different funnel results.