Startup

Why finding early adopters is a search problem, not a persuasion problem—and how your first users will shape everything that comes after.

It starts innocently enough. "Let's just add one more feature." "We should build this properly from the start." "The investor mentioned they'd love to see X." Eight weeks become six months. £30k becomes £90k. And suddenly, your minimum viable product is neither minimum nor viable. Sound familiar? You're not alone, and there's a way out.