Daniel AndorProduct Design Expert | Founder, Durran · Founder @ Durran | Structured Product Design that drives activation & retention

The hardest part isn’t building features - it’s choosing what to build. #startupfounder #uxdesign

4 Dec 2025 · 0 min

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0:26

In this brief talk, the speaker emphasizes that the biggest challenge for product teams isn’t shipping features but deciding which features are truly worth building. Early‑stage roadmaps are often filled with assumptions; many ideas may feel exciting yet won’t drive business growth, while other ideas could succeed only if they’re shaped correctly. The speaker points out that navigating this prioritization problem is where most early‑stage teams get stuck.

If you're building products for a while, you already know that often the hardest part isn't shipping features. It's knowing what's actually worth building. Most early-stage roadmaps are packed with assumptions. Some ideas feel exciting, but unfortunately, they won't grow the business. Others have potential, but only if you shape them the right way. And here's the truth: sorting this out is where most early-stage teams get stuck.