Don’t Let Features Distract from the Real Job

One founder I advised spent weeks fine-tuning features before launch — filters, profiles, ratings. All good things.

But no one was using the platform yet.

We paused and asked: what’s the real job this platform needs to do right now?

→ Connect the right people. Fast.

So we stripped it back. Focused on speed, trust, and personal onboarding. The features could wait.

Early-stage platforms don’t need to look complete. They need to work in the real world.

AI can help refine the what, but the why must stay human.

Want to move smarter, not just faster? → alan@rework.co.za