Building 0-to-1: What They Don't Tell You

Every Decision Feels Irreversible

At scale, there are best practices. A/B testing protocols. Feature prioritization frameworks. Launch checklists refined over dozens of releases. At 0-to-1, you're making it up as you go. The framework you chose last week might be wrong today because you learned something that changes everything.

The goal isn't a beautiful product. It's learning fast enough that you don't run out of runway before you find product-market fit. This means shipping things that embarrass you, talking to users constantly, and being willing to throw away work that isn't working.

When you're building foundations, choices have long shadows. The data model you pick. The architectural patterns you establish. The positioning you choose. These become constraints that shape everything after. You're making bets with incomplete information.

Ruthless Prioritization

If you need clarity to function, 0-to-1 will break you. The requirements are unclear because the market is unclear. The strategy changes because learning changes strategy. You need to operate effectively while uncertain.

You can't delegate understanding to researchers or rely on dashboards. You need to be talking to potential customers constantly—not just to validate ideas but to discover what you don't know you don't know.

At scale, you can run multiple workstreams. At 0-to-1, you probably have a tiny team and limited resources. You can only do one or two things well. Saying no—even to good ideas—is the job.

The Transition Trap

PMs who've only worked on optimization struggle at 0-to-1. They want clearer requirements, more data, better processes. Those things don't exist yet—building them is part of the work.

Similarly, PMs who thrive at 0-to-1 sometimes struggle at scale. The creative chaos they love becomes a liability when consistency and process matter more than reinvention.

The Takeaway

0-to-1 isn't better or worse than growth-stage product work. It's different. It requires different skills, different temperament, and different definitions of success.

Know which one energizes you. The fit matters more than the prestige.