What Makes A Great Product?

What makes a great product? It is a question that often sparks debate among founders, product managers, and creators. Many assume that simply building a product loaded with features is the answer. However, that is rarely the case. Great products are not defined by the number of features but by their ability to solve a meaningful and relevant problem. In fact, the foundation of a great product lies in identifying a specific pain point experienced by a target audience. The more urgent or frustrating the problem, the more likely it is that the solution will resonate with users. This creates the possibility of organic, word-of-mouth growth—even before marketing campaigns kick in. Just as a compelling antagonist strengthens the protagonist in a film, a clearly defined problem amplifies the value of the product trying to solve it. When a product aligns deeply with user pain points related to time, money, or productivity, it becomes not just useful but indispensable.

Start With the Problem—Not the Product

Although it may sound like a cliché, it remains true: a great problem leads to a great product. Consider it in terms of storytelling—a strong antagonist (the problem) allows the protagonist (your product) to truly stand out. If you are addressing a real and pressing issue, one that significantly affects your audience, your product may gain traction organically—often beginning with word-of-mouth marketing.

From observation, many of the most valuable problems are centered around time, money, or productivity. Therefore, when brainstorming product ideas, consider focusing on a specific niche and identifying challenges related to these three areas.

For instance, Shopify successfully addressed the challenge of helping businesses build customized e-commerce websites. The problem was clear: setting up an online store was too complicated, expensive, or time-consuming for many.

Solving a Problem is Just the Beginning

However, solving the initial problem is only the starting point. Problems change over time, and if a product does not evolve, it may quickly become irrelevant.

Shopify faced this issue as well. Although merchants were able to create websites easily, many stores looked nearly identical due to limited theme options. Shopify responded by introducing a broader range of both free and paid themes. Additionally, the Shopify App Store allowed third-party developers to contribute plugins that addressed more specific merchant needs. This continuous adaptability is what helped Shopify remain competitive.

In essence, solving a problem may make a product useful, but evolving with user needs is what makes it great.

A Great Product Requires Great Marketing

There is a common misconception: “If the product is good, it will sell itself.” This is only partially accurate. Even outstanding products require thoughtful marketing strategies to reach the appropriate audience at the right time.

Again, Shopify provides a strong example. The company did not simply build a product and wait for users. Through the Shopify Blog, they addressed frequent challenges such as improving sales, resolving technical issues, and optimizing SEO and payments. They launched Shopify Academy, featuring courses led by industry experts. Their YouTube channel, Learn with Shopify, showcased real stories from entrepreneurs—people who represented their ideal customer.

Shopify focused on delivering value, not just promoting features. They marketed not only the tool, but also the aspirations and lifestyle associated with entrepreneurship.

Too Many Features Can Reduce Focus

A common mistake among new product builders is adding too many features in an attempt to attract a broader audience. However, this often results in a diluted offering that fails to resonate with anyone in particular. A great product is not defined by the number of features but by its ability to solve a specific and meaningful problem.

Begin with a focused use case. Validate the product with real users. Then expand responsibly, guided by feedback rather than assumptions.

Final Thoughts

A great product is not determined solely by its features. It begins with empathy—understanding your target audience deeply, identifying a critical problem, providing a relevant solution, and continuing to adapt over time. It involves clear communication through product experience, educational content, and community engagement.