During development, we often find new/cool things that we couldn't have predicted.
Maybe we find that a particular feature can be expanded to do more than planned.
It's easy to let the scope creep and add in the features.
"As long as we're not released yet, let's just spend another week on this new feature"
Don't dilute your product's true value by stuffing too many creative ideas into one release. Keep a list of ideas for future generation of product; save them for after Gen 1.
Your product management, marketing, and engineering teams will thank you.
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