If I were starting a WordPress product business today, I wouldn’t start by building a product.
I would start by trying to understand where people are getting stuck.
That’s a lesson that took me a while to learn.
Because when you’re building themes or plugins, it’s very easy to think in terms of features:
- what should this do
- what can I add
- how can I make this more powerful
And for a long time, that feels like the right direction.
But looking back, most of the real problems users faced weren’t about missing features.
They were about confusion.
What We Focused On (And Why It Seemed Right at the Time)
When we were building themes and plugins, the thinking was fairly straightforward:
- More features = more value
- More flexibility = more users
- More options = better product
And to be fair, that did work — to a point.
People liked having choices.
They liked being able to customize things.
But over time, something else became clear.
Too many options didn’t always help.
Sometimes, they made things harder.
What I Would Do Differently Today
If I were starting again now, I would approach things very differently.
Not by building less.
But by building more carefully.
1. Start With a “MVP” Product
Earlier, the instinct was to build something comprehensive.
A theme that could do everything.
A plugin that solved multiple problems.
Today, I wouldn’t do that.
I would start with something much smaller.
Something that solves one clear, specific problem.
Because in today’s ecosystem, clarity matters more than capability.
If someone can immediately say out loud:
“This is exactly what I need”
That’s far more valuable than a long feature list.
2. Prioritize Defaults Over Options
One thing I’ve seen repeatedly:
Users don’t struggle because there aren’t enough options.
They struggle because there are too many.
If I were building a theme or plugin today, I would spend more time on:
- sensible defaults
- clear starting points
- predictable behavior
And less time on:
- endless customization
- complex settings panels
A product that works well out of the box is often more useful than one that can do everything with enough tweaking.
3. Treat Documentation as Part of the Product
Earlier, documentation felt like something you added later.
Now, I would treat it as part of the product itself.
Because most support requests aren’t about bugs.
They’re about:
- uncertainty
- unclear workflows
- “what am I supposed to do next?”
If I were starting today, I would focus on:
- simple onboarding
- clear explanations
- fewer assumptions about what the user already knows
A well-explained product reduces friction more than a feature ever can.
4. Pay More Attention to How Things Feel Over Time
It’s easy to optimize for first impressions.
How the demo looks.
How quickly someone can get started.
But what matters just as much is what happens after a few weeks.
Does the product still feel simple?
Or does it start to feel layered and heavy?
Earlier, I didn’t think about this enough.
Now, I would.
Because long-term usability is where most products quietly lose people.
5. Be More Careful About Adding Features
This is probably the biggest shift.
Before, adding features felt like progress.
Now, I see it as a trade-off.
Every new feature:
- adds complexity
- increases maintenance
- makes the product slightly harder to understand
If I were starting again, I would ask:
Does this make the product clearer or just more capable?
If it’s only the latter, I would think twice.
What This Really Comes Down To
The WordPress ecosystem has changed.
Users today:
- expect things to be simpler
- have more alternatives
- have less patience for complexity
And honestly, that’s a good thing.
It forces better decisions.
Looking back, we didn’t get everything wrong.
But we definitely leaned too much toward:
- flexibility over clarity
- features over usability
A Different Way to Build
If I were launching a new theme or plugin today, I would aim for something quieter.
- Solve one problem well
- Make it easy to understand
- Keep the experience simple over time
That’s it.
Not a big, all-in-one product.
Just something that feels obvious to use.
Closing Thoughts
If I were starting again, I wouldn’t try to build the most powerful product.
I would try to build the one that feels easiest to use.