As a product builder over too many years to mention, I've lost count of the number of times I've seen promising ideas go from zero to hero in a few weeks, only to fizzle out within months. Financial products, which is the field I work in, are no exception. With people’s real hard-earned money on the line, user expectations running high, and a crowded market, it's tempting to throw as many features at the wall as possible and hope something sticks. But this approach is a recipe for disaster....
