Bundling is the strategy, not the packaging

Dave Bittner writes that bundling — grouping capabilities together — is the real product strategy, not just a way to sell more. Products don't win because they're clever features. They win because they bundle the right parts so the customer can use them together without thinking.

The piece is aiexplainerworthy: it's about the craft of explaining things clearly, the kind of writing that teaches you how to think about your own products. It's not about a specific tool or vendor. It's about the pattern.

Bundling is what happens when a company stops shipping features in isolation and starts shipping a thing that works. The features are still there, but they're no longer the headline. The headline is the bundle.

Why this matters for us: la gente bundles their tools — a phone, a wallet, a car keys, all in one pocket. They don't think about each item; they think about the pocket. The same is true for software, and the writers who get this will write about products that move, not products that sit on a shelf.