Build Your Product for the Consumer, Not the Buyer

Big companies may pay for an app, but it’s those who use it that matter most

AS A STARTUP that builds consumer tools in health care, one of the biggest challenges our company, Iodine, faces is that the consumer isn’t the paying customer. This means that, though we stress user delight and simplicity in our products, we must ensure that those virtues translate into something buyers—insurers and employers—will pay for.

This is a challenge for many enterprise companies. All SaaS startups have basically signed

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