if you build products (and in particular new products), you'll frequently struggle with how to break through. I've always thought about it as "you have to build something that is different and better than what customers pay for today" but that's not enough. You have to answer:

1. what does it mean to be "different"

2. how can you ensure that it's different along an axis that matters.

3. how much better is enough

Wrote "Everything is a variable" to articulate how to choose which knobs to turn once you've chosen a problem to solve. It's meant to be tactical and uses real examples.

It's never been easier to build software. Choosing what to build is still hard, and choosing where to focus is even harder. Feedback welcome as always

ayokunle.substack.com/p…