The Real MVP is MVE. Why Your Product Wins When You Don’t Put It First.

Let me guess. You want to change the world…or at least your corner of it. You’ve got the vision, grit, and drive to build a product that’s giving, well, “main character energy.” You don’t just want to build a successful business; you want to end up on the cover of Forbes. 

But here’s the kicker: It’s not about you winning—or even your product. It’s about them, your users. And if you don’t make them feel like they’re succeeding, they’ll tune out faster than the attention span of the next generation. Human behavior 101: People care about what benefits them. So, if your product doesn’t deliver real value to their lives, they’ll ghost you without a second thought. 

I’m no psychic, but I can tell you one thing. As of right now, you’re probably going to fail–90% likely, to be exact. That’s if you get distracted by another tab and stop reading this article.

If you want to be in the 10% of startups that make it, you need to read more than just the headline and intro. You need to read *gulp* this entire article. 

Why Be Viable When You Can Be Valuable?

I get it. Your Minimum Viable Product (MVP) is your baby. But guess what? Contrary to everything you’ve been taught, it’s not your only child. There’s another one that needs way more attention, and that’s your MVE–Minimum Valuable Experience. 

Imagine you’re throwing a party. You’ve got the basics: music, drinks, a venue. That’s your MVP. But without the right vibe—the energy that makes people want to stay—you’ve got nothing more than an empty room with background noise. Your MVE is that atmosphere. It’s what makes people stick around and come back for more. And if you’re not making people feel something, they’re going to forget you, fast.

You can have the most exciting idea in the world and a functioning product to show for it, but if the experience it provides is lame, your audience will bounce before they ever subscribe. And without them, your MVP baby will lose the very hands that feed it.  

Why Do So Many MVPs Fail?

1. Too Mid: They’re so basic they’re like the Uggs and pumpkin spice lattes of the startup world—predictable and overplayed. If your product doesn’t have enough unique features, it’s just another mirror selfie in a sea of gym pics. To stand out, your product needs to be more than just a trend; it should have enough originality that people don’t just swipe right, they ask you out. 
2. So Extra: Some founders cram in so many features that their product ends up feeling like a 12-course meal when it would have been better to have a burger. Trying to overdeliver can leave users overwhelmed and confused, like opening a menu with too many options. 
3. Doesn’t Hit: If your product is all function and no form, it’s like a relationship with zero chemistry. People aren’t just looking for tools; they’re looking for something that feels like it was made with them in mind. Deliver real value by creating a product that not only works but leads to a second date.

So, how do you avoid these pitfalls? Think about your users and how your product or concept can actually help them. This is the sweet spot where functionality meets desirability—a product that solves a real problem and delivers an experience that users actually care about.

Edison’s MVE Was Lit. The MVPs Were Not. 

A real-life example of how an MVE beats an MVP? The light bulb. And guess what—it wasn’t *surprise, surprise* Edison who first invented it. Humphry Davy, Warren de la Rue, and Joseph Swan came before him, but their light bulbs only lasted a few minutes before they went out…like a light. They both had minimum viable products, but what’s the value of a light that won’t stay on? 

Edison didn’t care about creating a product that was new or first just for the sake of his ego. He cared about finding a solution that people could actually benefit from. Something that was practical, affordable, durable and actually stayed on. That’s why his version used a carbonized bamboo filament that could last up to 1,200 hours. He knew that for his product to be a hit, it had to offer more than just viability—it had to deliver an experience that people found valuable.

What makes Edison’s discovery so clutch? He tapped into a fundamental human need—reliable light. It’s not just about the technology; it’s about what that technology means for people’s lives. The ability to extend the day, to work, read, or simply exist in comfort after dark. That’s the essence of an MVE—taking a basic concept and elevating it into something that changes how people live, work, and feel. 

Key Takeaways for Founders:

1. Progress over Perfection: Focus on what makes you different. Don’t stay safe, baby steps are better than none. 
2. Test and Iterate: Edison and his team tested thousands of materials before finding the right one. He didn’t get it right on the first try, and neither will you. Keep experimenting and tweaking until your MVE is golden. 
3. Focus on Customer Problems Over Product: Your product shouldn’t just work, it should solve a problem they can’t live without. Become so valuable you’re not just a product, you’re another limb like the smartphone you (and every other human) can’t put down.

More Ingredients to Master your MVE like Edison

The A.C.T. Framework: Your Blueprint for Creating a rock solid MVE

While you’re over there obsessing over your MVP, your audience is over here wondering what the hell you’re so excited about. It’s time to let go of your MVP and start creating an experience that actually resonates with them. That’s where the A.C.T. framework comes in—a simple yet powerful tool that helps you cut through the noise and build a valuable experience that actually succeeds. 

A = Audience

The first step in creating an MVE is figuring out who you’re building it for. Your audience isn’t just some vague group of users; they’re real people with specific needs, wants, and pain points. The more you understand them, the better you can tailor your product to make them happy. Think of it like a job interview, you wouldn’t show up without reading the job description and researching the company. Here’s a tool to help you understand your audience so your product doesn’t fall flat. Here’s another one to do research on them. You’re welcome.

Questions to Ask:

• Who is your ideal customer? Why do you believe this is true?
• What problems are they facing that your product can solve?
• What motivates them to buy?

C = Communication

Once you have defined your audience, it’s time to figure out how to talk to them. Communication isn’t just about blasting your message out there; it’s about making sure that message clicks. Use the language your audience uses, and focus on the benefits they care about. Here’s a tool you can use to create this killer content. Think of yourself at a dinner party—if you’re talking at someone, they’re going to check out. But if you’re asking them questions, listening, and responding, you’ll hold their attention and you might even be remembered long after the party’s over. 

Questions to Ask:

• What message will resonate with your audience?
• How can you convey your product’s value in a way that’s compelling?
• What channels will you use to communicate this message?

T = Touchpoints

Now that you know your audience and how to talk to them, you need to think about where and how you’ll reach them. It’s not just about being present on the right platforms; it’s about creating the triggers and touch points where you will move your audience to action. Think about it: People don’t just stumble upon things by accident—they’re poked, reminded, and nudged  into taking action. Be the change they seek.

Questions to Ask:

• Where does your audience hang out? Think about physical spaces, online sites, channels and communities. 
• What kind of content do they consume?
• How can you create a seamless journey from awareness to purchase?

Key Ingredients for Mastering the A.C.T. Framework

How to Create Different MVEs Using the A.C.T framework. 

1. The Fake Door MVE

Create a compelling landing page or feature with clear messaging and a strong call-to-action that showcases your product's value proposition before the product even exists. This method helps you see if there’s demand before you invest in development. Just make sure you’re upfront with users about the product's status to keep their trust.

How to Make It Happen: 

• Drive traffic to the page through targeted ads or social media campaigns. 
• Track user engagement and sign-ups. 
• Follow up with interested users to gather insights. 

Case Study: Buffer used this approach to validate their social media scheduling tool, gaining 120,000 users in just 9 months.

The A.C.T. Framework in Action: 

Audience: tech-savvy social media users looking for a way to schedule posts.

Communication: They nailed a clear value proposition on their landing page, explaining how the tool would solve scheduling headaches.

Touchpoints: They used a landing page, targeted ads, and social media campaigns to reach their audience.

Ingredients to Master This MVE:

2. The Concierge MVE

Manually deliver your service to a small group of users. This approach lets you deeply understand what your users need and refine your offering before you go all in on a full product. It’s great for complex services or when you’re still figuring out if there’s a market fit.

How to Make It Happen: 

• Identify a small group of potential users.
• Personally provide the service your product aims to automate.
• Gather detailed feedback on the experience.

Case Study: Food on the Table used this method. This grocery shopping service started by manually creating personalized shopping lists and finding coupons for a small group of initial customers. The founder, Manuel Rosso, personally handled all aspects of the service that would eventually be automated. This allowed him to gain valuable insights into users' eating habits, shopping behaviors, and preferences. The success of this approach led to Food on the Table being acquired by Scripps Networks Interactive in 2013.

The A.C.T. Framework in Action: 

Audience: Busy individuals or families needing help with meal planning and grocery shopping.

Communication: They likely talked directly with users, explaining the service and gathering feedback.

Touchpoints: Personal interaction, probably through email or phone calls, to deliver the manual service.

Ingredients to Master This MVE:

3. The Wizard of Oz MVE

Create an interface that appears automated but is manually operated behind the scenes.

How to Make It Happen: 

• Create a basic frontend that mimics your intended product.
• Manually fulfill user requests behind the scenes.
• Gradually automate processes as you learn what works.

Case Study: Zappos started by manually purchasing shoes from local stores and shipping them to customers.

The A.C.T. Framework in Action: 

Audience: Online shoppers looking for a convenient way to buy shoes.

Communication: Zappos spoke to their users by presenting themselves as a seamless and convenient online shoe retailer, offering a wide selection. The reality was, they were manually fulfilling each order, but they positioned themselves as an efficient, automated service so their users would have the best experience possible (while they figured out how to actually automate it in the background).

Touchpoints: Their website interface, customer service interactions, and the actual delivery of shoes.

Ingredients to Master This MVE:

4. The Piecemeal MVE

Cobble together existing tools to create your service.

How to Make it Happen: 

• Identify the core components of your service.
• Use existing tools and services to piece together your offering.
• Present it as a cohesive experience to users.

Case Study: Groupon initially used WordPress, Apple Mail, and AppleScript to manage their deals and emails.

The A.C.T. Framework in Action: 

Audience: Deal-seeking consumers and local businesses looking to attract customers.

Communication: Groupon communicated the value of their daily deals by emphasizing significant savings for consumers and valuable exposure for businesses. They effectively positioned themselves as a simple and accessible platform for both parties, despite the backend being a collection of existing tools. By listening to their audience’s needs and prioritizing their user experience, they stood out. 

Touchpoints: WordPress blog, email newsletters, and potentially social media to distribute deals.

Ingredients to Master This MVE:

5. The Single-Feature MVE

Focus on one core feature that solves your users' primary pain point.

How to Make It Happen: 

• Identify the most crucial problem your product solves.
• Build a streamlined version that addresses just this issue.
• Gather feedback and iterate based on user responses.

Case Study: Dropbox launched with a simple video showing their file-syncing feature, which led to a surge in beta signups. Getting validation that what you're building people actually need or want will save you a lot of failure or money. 

The A.C.T. Framework in Action: 

Audience: Tech-savvy users frustrated with existing file-sharing solutions.

Communication: Dropbox’s message was centered on simplicity and ease of use. They conveyed this to their audience through a straightforward video that showcased their core file-syncing feature, addressing the pain point of cumbersome file-sharing methods. The video effectively communicated the value proposition, helping users instantly grasp how Dropbox could solve their problem.

Touchpoints: The demo video, likely shared through tech forums and social media platforms frequented by their target audience.

Ingredients to Master This MVE:

These MVE approaches give you ways to validate your ideas and create valuable experiences for users, while keeping your initial investment and risk low. Just make sure to choose the method that best fits your specific product, target audience, and available resources.

Key Takeaways for a Successful MVE 

1. Focus on Value: It’s all about creating a valuable experience, something that’s got real clout. A viable product won’t cut it. People want something that makes their life easier, better, or more enjoyable, not just another app or gadget.
2. Embrace Feedback: Use tools like UserTesting or Hotjar to gather and analyze user feedback. But don’t just gather the information without giving a response. Instead of someone texting a dead phone, think of it as a two way exchange—what are they telling you, and how can you respond in a way that deepens the connection? 
3. Iterate Quickly: Be ready to pivot based on what users tell you. In the startup world, being stubborn isn’t a virtue—it’s a liability.
4. Keep it Lean: Don’t go overboard with features. Start with the bare minimum needed to deliver value. No one wants their time to be wasted, especially as our attention spans shrink. 
5. Tell Your Story: Craft a compelling narrative around your MVE. People connect with stories, not stats. Make yours so good it becomes a meme. 

Stop Inventing, Start Listening

Startups fail when founders focus too much on their invention and too little on the people who will actually be using it. Contrary to its name, winning in the startup game is not about launching the first viable product; it’s about creating a Minimum Valuable Experience (MVE) that users actually care about. To build this meaningful customer journey, use the A.C.T. framework—Audience, Communication, Touchpoints–to understand your users, craft messages that resonate, and deliver experiences that hit home. Prioritize value over novelty and engage with your audience from the start to defy the crappy startup stats and build something so valuable, it’s priceless. To recap:

• Know Your Audience: Use the A.C.T. framework to understand, communicate, and connect.
• Focus on Value: Prioritize what users need and actually want, not just what’s possible, novel or innovative.
• Listen and Adapt: Share your work ASAP, get feedback, and pivot based on user insights.

Bottom line: Stop focusing on your MVP when your MVE can make you the real MVP.

Down to build your MVE but need some help getting there? My newsletter might do the trick. Sign up here. 

‍