Software Development Theory

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  • Sell the problem - not the product
  • Problem with cloud web desktop
  • Problem with cloud file storage


  • Focus on the "WOW" First
  • Rather than make something faster/more efficient focus on something that will make the product stand out.


  • Make the product Cloud agnostic
  • Many business are putting "cloud first"
  • Some cannot use the cloud, or are scared given data breaches uptime.


  • Make products operating system agnostic.
  • Just make it run.


  • Expand capabilities
  • Give customers a reason to keep you by adding new features in the latest version.
  • Land and expand - get a product in then expand what it can do for the customer.


  • Don't sell on Security
  • Product must be secure.
  • Security however is not a selling point - it won't WOW - see point 1


  • It just works.
  • Don't let the customer know more than 10% of how something works.


  • Noise and processes.
  • Never connect a noisy data source to a slow or manual process.