Joe Macleod Joe Macleod

Our Brains Love the Apocalypse. We Are Bored by Slow Decline.

Our brains love the apocalypse, but we grow bored by slow decline. From ancient myth to current AI extinction warnings, human psychology favors dramatic resets over managed exits. Exploring the Proportionality Bias, ancient eschatology, and why product design needs a philosophical framework for quiet offboarding.

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Joe Macleod Joe Macleod

The What, Why, and Where of Sunsetting a Product

Breakups are hard. It takes bravery to end a relationship, but that clear vision is often clouded by the fear of what comes next. In business, this fear leads to a dangerous stagnation.

Are you the sort of person who tolerates the bare minimum? Are you keeping customers on the hook with a less-than-adequate product experience just to avoid a difficult conversation? Or are you trapped in the fallacy that if even one person is still using a service, you are obligated to keep it going?

Tidying up the digital waste of your product offering is essential. Portfolio clarity is a requirement for brand trust, not just a way to save money.

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