Let's talk about that feature you've been avoiding.
You know the one. It's been on your roadmap for weeks. Maybe months. Every time you open your task list, your eyes skip right over it. You tell yourself you'll get to it later. After this sprint. After the launch. After things calm down.
But things never calm down. And that feature? It's still sitting there. Waiting.
Here's what I've learned: The features we avoid are usually the ones that matter most.
Not because they're the biggest or the flashiest. But because they're hard. They require decisions we don't want to make. They force us to confront parts of our product that aren't working. They make us feel like beginners again.
And so we build around them. We ship new features. We fix bugs. We stay busy. But that one thing... that important, uncomfortable thing... it stays untouched.
I did this for months with user onboarding. Every time I looked at our signup flow, I knew it was broken. Too many steps. Too much friction. Users were dropping off, and I knew exactly why.
But fixing it meant admitting I'd built it wrong in the first place. It meant throwing away work. It meant starting over.
So I avoided it. I built other features. I told myself onboarding was "good enough for now."
It wasn't.
When I finally rebuilt it — really rebuilt it, from scratch — our activation rate doubled. Not because I'm brilliant. But because I finally stopped avoiding the obvious problem.
So here's my question for you: What's the feature you're avoiding?
What's the thing you skip over every day? The thing you know needs to be fixed, but you keep putting off?
I'm not saying drop everything and build it today. But I am saying: acknowledge it. Write it down. Give it a deadline.
Because here's the truth about building products: The hard things don't get easier by waiting. They just get harder. The longer you avoid them, the more work piles up around them, and the scarier they become.
But when you finally face them? When you finally do the uncomfortable work? That's usually when everything changes.
So take a moment today. Look at your roadmap. Find the thing you've been avoiding.
And ask yourself: What would happen if I just... started?
This is Founder FM. I'll see you tomorrow with another honest reflection. Until then — build something that matters.