Startups Don’t Win with MVPs — They Win with MVE

Most startup journeys begin with a spark—a flash of insight, a frustrating pain point, an idea that just won’t go away.

But here’s the uncomfortable truth:

That spark isn’t enough.

90% of startups die within five years. Only 1 in 10 survives.

Why? Because too many founders focus on launching something viable—and forget to deliver something valuable.

Let’s talk about why the key to survival lies not in MVP (Minimum Viable Product), but in MVE: Minimum Valuable Experience.

Not Just Viable — Valuable

Some founders underbuild, racing to market with an untested idea. Others overbuild, packing features into a bloated product nobody asked for.

So we assume the problem is not building a solid MVP.

But that’s not quite right.

The real question is:

“Are we delivering value, not just functionality?”

Let’s unpack what this means—starting with a familiar figure.

Edison Didn’t Invent the Lightbulb

We’re taught that Thomas Edison invented the lightbulb.

But he didn’t.

Before Edison, scientists like Humphry Davy and Joseph Swan had already built working electric lamps.

The problem?
They were expensive, short-lived, and impractical.

They were viable. But not valuable.

Edison didn’t solve a new problem. He perfected an existing solution.

His genius was in turning it into a product that was affordable, durable, and easy to use—a better experience.

from MVP to MVE: What Changes?

What Edison created wasn’t just a better lightbulb.
He created the experience of light that could replace gas lamps, at scale, in real homes.

That’s MVE.

MVP: A product that works.
MVE: A product that matters.

The A.C.T. Framework: Designing for Value

How do you build an MVE instead of just an MVP?

Use this simple but powerful framework:

A — Audience

• Who exactly is your product for?

• What do they value?

• What problems are they desperate to solve?

C — Communication

• Are you speaking in their language?

• What story are you telling?

• Are you tapping into emotion and benefit?

T — Touchpoints

• Where will your audience encounter your message?

• How can you create frictionless engagement?

• Which channels drive meaningful action?

Example: A Non-Alcoholic Beer Brand

Let’s say you’re launching a premium non-alcoholic beer. Here’s how A.C.T. might look:

✅ Audience
Not “adult men,” but “people who enjoy the taste of beer but value productivity and wellness.”

✅ Communication
“It tastes like real beer—without the hangover.”
Highlight taste, ingredients, packaging, and lifestyle benefits.

✅ Touchpoints
Focus on Instagram, TikTok, and IRL tasting events.
Lean into community-led challenges like “Sober Weekenders” or #NoHangoverLife.

Case Study: Webflow

Webflow is a no-code web builder that took off by delivering not just functionality—but a new kind of creative freedom.

✅ Audience
Web designers who hated relying on developers to ship their designs.

✅ Communication
“Build beautiful, responsive websites — without code.”

✅ Touchpoints
Launched with a viral Hacker News post in 2013
→ 20,000+ signups in 24 hours.

Webflow didn’t just deliver features.
They delivered the power to build without compromise. That’s MVE in action.

Final Thought: Startups Die from Good Ideas Poorly Delivered

The best startup ideas don’t fail because they’re wrong.

They fail because they didn’t deliver value soon enough—and clearly enough.

So stop thinking in MVPs. Start thinking in MVEs.
Make people feel the value, not just use the product.

Build for experience, not just existence.

Now ask yourself:
What is the minimum valuable experience your startup can deliver—today?