Starting with wireframes is the equivalent of “Ready, Fire, Aim”. Even before you’ve spent the time to capture all of the user needs, you’re off to the races, drawing pretty pictures.
If your business is experiencing sustained flat growth and you are out of ideas, it’s probably time to get back into exploration mode.
As CEOs and product owners, we are effectively outsourced team members, contract force accelerators. Yet more often than not, we act like clueless employees, sleepwalking through the day, hoping that our actions align with our employer’s goals or, at worst, praying we don’t fuck up enough to be noticed.
Why the hell would you worry about your site’s scalability if you don’t know how to effectively acquire customers? Your site falling over someday MIGHT kill your company (probably not). Never growing past eight customers WILL kill your company. Instead of using your beautiful brain and precious funding to solve theoretical scaling issues, perhaps you should go run some customer acquisition experiments. Build a fucking landing page. Buy some AdWords.
I’m not advising that CEOs of mid to large size companies making millions of dollars a year with hundreds of employees drop everything to sell every new product her company launches. That’s unrealistic and in many cases unreasonable. But, that doesn’t mean new products can be built by committee. While the CEO might not launch every product, every product needs a CEO.
Time for a case study! To follow up on last week’s advice, Sell It Before You Build It, we’re turning to Chris Oltyan, founder and CEO of Rebric. After years of pivoting from building one product to another with no success, recently Chris found a client that needed a problem solved and secured a six-figure commitment — without building anything.