The product wedge: How to scope your initial product

The article argues that startups stuck in customer acquisition should sharpen their initial product into a "wedge" rather than pivot, meaning a early feature that is easy for customers to adopt and feasible for the company to deliver before it has scale advantages. It defines the approach by two principles: some value propositions are easier for customers to adopt, and some are easier for new companies to deliver. It cites TikTok's start as a music-video recording app, where users "came for the tool, but then ended up staying for the network," and says Chris Dixon popularized the "thin edge of the wedge" strategy in 2010. The piece presents five types of product wedges, with examples including Instagram, Glossier and Netflix.