A complex system that works is invariably found to have evolved from a simple system that worked. A complex system designed from scratch never works and cannot be patched up to make it work. You have to start over with a working simple system. – John Gall (1975, p.71)**
- “Insanely big ideas should start insanely small”
- Salesforce’s website started way back in the day with two calls-to-action/ messaging: “Free trial/ membership” and “Forecast the Pipeline”
- “Start not where successful companies are, but where they started.” This point resonated with me greatly, too, because many big, successful companies tend to start very small solving a major problem. Over time, its breadth of products and services grow pushing complexity and pricing beyond many companies (especially smaller). This creates a gap for new players to come in simple, small, and focused. (And thus, the circle of life…)
- When you know the problem well, distill to workflows which you build features to enable
- “A small list of ‘target users’ beats a big list of non-customers”. This point goes into the importance of knowing your audience and solving their real pains.
There are lots more good points from Des’ talk to which I highly recommend you check out.