Scale the technical difficulty and innovation of the product with the size and competency of the team. The market will always say they want more and the job of

Scale the technical difficulty and innovation of the product with the size and competency of the team. The market will always say they want more and the job of the company leaders is to know when to say no. AWS did not begin with everything it offers now but rather started with fairly boring things (even for the time) that they expanded over time. This was after a decade of learning how to do this internally so they weren't starting from scratch.