When You're The Only Expert (And You Don't Feel Like One)
Why solo devs code themselves into isolation (and how to break free).
Hey there Solo Dev!
Recently, as I’ve been working on the final things for the Solopreneur Liftoff MVP, I’ve had to make some technical choices concerning things I really have no idea about, and barely any experience with.
I’m no expert.
Imposter syndrome is no stranger to me as a consultant for my day-job. But there, I have a team of experienced engineers ready to help.
This time, as a Solo Dev, I am alone.
You will be too.
Retreating into the “Feature Factory”.
I have not been as active on Substack as I should. Building this project has revealed one thing: I am hesitant to get eyes on it.
I imagine this is universal, at least for new solopreneurs: am I really doing anything valuable? Why would anyone care?
I recently wrote about the Gartner hype cycle, and how Solo Devs cannot avoid the trough of disillusionment. This is the reason why most side-projects die.
We get excited → build → start questioning ourselves → feel like imposters.
Eventually we retreat into the “Feature Factory” for safety. The IDE becomes our hiding place.
If I just add this one more feature, then I'll be ready to show people, we think, as we continue to tap away on our keyboards, our favorite deep-work lofi playlist droning on in the back of our minds.
And that’s when the paradox hits: the longer we code in isolation, the more convinced we become that it's not good enough.
The isolation of being a Solo Dev amplifies your self-doubt.
The key difference between being a Solo Dev versus on a team?
The ability to spiral.
Anytime you start questioning everything on a team, you can take a breather, and then hit up a teammate for a discussion. This way you can get an external calibration of your decision: is this actually good?
As a Solo Dev, you can’t.
You’re overwhelmed by the choices for decisions on topics you lack expertise in.
Doubt will creep in.
You keep second-guessing yourself, until you eventually just decide to give it up.
Making every choice is a large burden.
Being the sole decision-maker means there’s no one to share the problems with.
When you’re on a team, all problems are team problems. You share them and take ownership.
AS a Solo Dev, you have to be confident about things you’re uncertain about, and there’s no one to validate the choices, and share the load when it goes wrong.
That uncertainty is heavy.
It wants to pull you back into the Feature Factory.
I spent weeks in this exact cycle with Solopreneur Liftoff before I realized what was happening.
Breaking out of the Feature Factory.
So when the doubt creeps in, and you’re alone, how can you avoid the Feature Factory trap?
Recognize the signs that you’re hiding
The Feature Factory is a trap. It’s sneaky, disguising procrastination as productivity.
But there are some warning signs to look out for:
You keep moving the goalposts (I’m especially guilty of this myself)
You’ve been building for weeks without showing anyone anything (the classic)
You’re over-engineering solutions (do you really need that abstraction right now?)
Get validation without full vulnerability
You don’t need a full public launch to get feedback. Start small to build confidence:
Share screenshots (like here on Substack!)
Show one feature at a time (build gradually for bite-sized feedback)
Find one trusted person (and build a relationship of giving each other objective feedback)
Reframe “readiness”
This is the big mindset shift that changed everything for me:
Do not ask “is this ready to launch?”, ask instead “is this ready for feedback?”
Ready for feedback means:
A user can perform a core action (without everything breaking)
It does one thing reasonably well (not perfectly, and not many things)
You can explain the problem it’s trying to solve (this is why it’s valuable)
Ready to launch means extensive edge case handling, beautiful design, fully implemented features and competent security.
But we need feedback before perfection.
The best products aren't built in isolation.
They're built through conversation with real users who have real problems.
If you’ve been falling into the trap of the Feature Factory: pick one thing you've been "almost ready" to show someone for weeks. Show it to one person by Saturday.