The Everpix tragedy demonstrates the importance of focusing not just on growth but on the right levers of growth at the right time. The conversion rate and positive feedback were clear indicators that they already had a great product and a solid base of active users; what the Everpix founders needed to do was shift attention from making the product pleasing to making it more profitable—i.e., channel their considerable design and engineering talent toward the mission of turning more customers into paying ones. Had they done so, it may well have become a lucrative business.
