There is a common assumption behind most product decisions.

If the code is good, the product will work.

So teams focus on finding the right people, often rushing to hire iPhone developers as early as possible, believing execution is the main risk.

But when apps struggle, the problem is rarely the code itself.

It is everything around it.

Where Things Actually Break

In the early phase, ideas feel complete.

The feature list looks solid. The flow makes sense. The direction feels obvious.

Then development begins.

And gaps start to appear.

Small questions turn into larger uncertainties:

What should happen in edge cases

How should different features connect

What happens when user behavior is different than expected

These are not coding problems.…