By Alan W
As a platform advisor, I’ve worked with many startups, but some of the most valuable lessons come from the simplest realisations. This was the case with ClearShift, a platform connecting hospitality businesses with skilled professionals.
When we began, the founders believed success lay in building a feature-rich platform. They focused on adding complex features - real-time messaging, automated scheduling, notifications - thinking that would attract and retain users. But as we dug deeper, it became clear: the real value lies in human connection.
The Technology Trap
The founders were so focused on perfecting the platform that they overlooked something fundamental: people still want personal interaction. While tech can support users, it should never replace human touch.
The Power of People
I encouraged the founders to meet their users in person, either face-to-face or virtually. We visited establishments and spoke directly with professionals. What we learned was eye-opening: simple, human communication - through WhatsApp, email, or direct conversation - was far more effective than complex features.
Go Where Your People Are
Instead of adding new features, we focused on strengthening relationships. We prioritised face-to-face meetings and communication through familiar tools, and it paid off.
The Takeaway: Prioritise Your Users
As platform founders, it’s easy to get caught in the trap of adding more features to make the platform feel complete. But the true success of a platform comes from understanding your users’ needs and building relationships.
Technology should always serve people, not replace them. Always ask: “How can I make this more human?”
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llustrator: Lisa Williams (Instagram: @artist_llw)