June 2015 by Eric Böhnisch-Volkmann

Don’t Spread Yourself too Thin

This is a guest post by Eric Böhnisch-Volkmann. Eric is the President of DEVONtechnologies, makers of DEVONthink, DEVONagent, and more. Learn more about DEVONtechnologies and their products at www.devontechnologies.com.

When you start your business, you’re fully focused on just one thing: creating a great product. Xcode is your home, your thinking is caught in a maze of square brackets (or dots if you’re already using Swift). But as soon as the product is nearly complete you begin to think about ten thousand things: creating an awesome website, organizing customer support, setting up the web shop, building a press list, running promotions… The more you contemplate about it the longer the list grows.

Don’t try to do it all. It’s not necessary to add your brand new Mac app to twenty app tracking websites — most of them will never bring you a single click. It’s not necessary to join every app bundle that is offered to you by email. You will survive without a Facebook fan page from day one. And you certainly don’t have to have a website with dozens of sub-pages with cool but technically tricky features. All this is neat when you have the manpower to not only build these things properly but also maintain them in the future; but if you don’t, you'll sooner or later let them slide.

Focus on what’s really important: building an awesome app and a solid website that presents it nicely.

Help your customers when they have problems with your software or your purchase process. And stay focused despite all the deviations. Do what really brings your company forward and decline to do all the tiny things that fill your day with busyness but don’t bring a single customer or make a user happy.