PSA for Horizontal Products ☝🏻

✅ The more specific you go, the more use cases you unlock

"But if I give a specific example, I'll turn away other potential customers who don't fit that example!"

If I had a dollar for every time a founder said this to me, I would have at least 100 dollars.

It's a reasonable thought... but it's 100% misguided ❌

For horizontal products that can be used in lots of different ways, the examples help connect the dots and provide a tangible reference point to start from.

✅

Zapier

→ they have thousands of app connections yet their homepage still provides an extremely specific example that helps you understand what the tool does

→ this unlocks other potential use cases for other segments

❌

Airtable

→ in an effort to not alienate anyone, they've left out any examples

→ this increases friction because visitors need to FIGURE IT OUT FOR THEMSELVES

(Update – Airtable actually recently updated their homepage and made it way better, so props to their team 👏)

Don't be afraid to provide examples!

You can make almost anything with Lego blocks, but every box comes with a sample starting point!