What does NOT go on the list

The exclusion list is for product features. It is not for:

• Customer types you might serve later. That's the offer sentence (Lesson 2). The customer is locked. Exclusions are about features.
• Features you can't build yet. "Does not have iOS app yet" is a yet, not an exclusion. Exclusions are commitments to never add a feature unless the product fundamentally changes shape.
• Features you're afraid to build. If something is on your list because you're scared of building it, you're hiding. Exclude features you're refusing on principle. Not features you're refusing because Stripe scares you.

A real exclusion is: "Even if a customer offers me money to build this, I won't." If you wouldn't pass on the cash, it's not an exclusion.

Three patterns make this easier.