Build things that are honest. If you have to oversell it, something's off.

There's a specific feeling I get when I'm pitching something I don't fully believe in. A slight performance to it. A small gap between what I'm saying and what I actually think. I've learned to pay attention to that gap.

The best things I've been part of didn't need much selling. The value was either obvious or it emerged quickly once people tried them. The products that required the most energy to explain were often the ones with the most fundamental problems.

Honest building means being willing to say: this isn't ready yet. Or: this doesn't work the way I thought. Or: I built this for me, not for you, and that's okay. It's a harder standard to hold but a much easier thing to live with.