Very well, we fall victim of being in pressure to get big before launching out which could even be disastrous if the big comes out and no other additions coke in over time. Even in tech, that is why there is something called Minimum Viable Product (MVP), cos they dont expect it for the product to be ground breaking...althougg the idea can or should on the long run. But they only expect the little off the iceberg and then more on the long run!!
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Yeah... it is like you should not always give your best feature. keep it for later so your consumers can keep appreciating you. But when they know all that you have then the value may not be as high as they would have. While you would be getting nervous and wondering what else can you do to make your product new after you have given up all your ideas and features! Perfection is not always needed.