The Society Equation: How Great Products Get Built

Most founders think about products like this: I built a solution. Now I need users.

But the best products do something very different

They do not just solve problems, they become part of how society works.

I call this idea the Society Equation.

How society already works

In daily life, everything follows simple equations.

• You need groceries, and going to the market equals food.
• You need information, and searching Google equals answers.
• You need transport, plus you book a cab equals reaching your destination.

Society runs on these simple patterns.

I’m Riten, founder of Fueler, a skillsfirst portfolio platform that connects talented individuals with companies through assignments, portfolios and projects, not just resumes/CVs. Think Dribbble/Behance for work samples + AngelList for hiring infrastructure.

What great products do differently

Great products change the equation itself.

Instead of A plus B equals C

They create A plus B plus your product equals C raised to many times more value.

Let me explain with a simple example.

Before BookMyShow: You want to watch a movie, plus you need tickets equals standing in long queues and hoping tickets are available.

After BookMyShow: You want to watch a movie plus you need tickets plus BookMyShow equals instant booking from anywhere.

The extra value is huge.

No queues, seat selection, booking anytime and easy planning with friends.

That extra value is what makes a product powerful.

The equation we are changing at Fueler

When I started building Fueler, I kept asking one question: What equation are we trying to change?

The old equation looked like this, need a job plus apply with a resume equals rejection because the resume looks average.

The Fueler equation looks like this: Need a job plus resume plus Fueler portfolio equals showing real work and getting hired faster.

The extra value we create is clear.

People showcase real projects.

They prove skills with work samples.

They stand out from thousands of resumes.

They get opportunities even before applying.

How you know you built a society equation

You know you have built something meaningful when people automatically think of your product while solving a problem.

• Movie tickets mean BookMyShow.
• Cabs mean Ola or Uber.
• Payments mean PhonePe or Paytm.
• Professional portfolios mean Fueler.

At that point, you are not just a product, you are part of how society thinks.

Frequently Asked Questions

1. What is a society equation in product building?

A society equation is the default mental shortcut people use to solve a problem. For example, when people need information, they think of Google. When they need transport, they think of Uber or Ola. When they need movie tickets, they think of BookMyShow.

Great products do not just add features. They insert themselves into existing behavior so seamlessly that people stop evaluating alternatives. When your product becomes the obvious missing piece in an everyday equation, you are no longer selling a tool. You are shaping how society works.

2. How is a society equation different from product market fit?

Product market fit means users like your product and are willing to use or pay for it. A society equation goes one step further.

Product market fit means the product works well. A society equation means this is how the problem is solved.

When a product reaches this stage, usage becomes habitual, referrals happen naturally, and distribution compounds. People stop comparing options and default to your product.

3. Why do most startups fail to become part of a society equation?

Most startups focus on features, speed, or pricing. Very few focus on behavior change.

They build solutions but never ask deeper questions. What habit am I replacing? What friction am I removing? What default behavior am I becoming?

If a product does not embed itself into daily workflows or mental models, it remains optional. Optional products are easy to ignore. Society equation products are hard to replace.

4. How can founders identify the equation their product should change?

Founders should observe what people already do instead of relying only on what they say.

Start by understanding how users currently solve the problem. Look for steps that feel slow, frustrating, or unfair. Pay attention to complaints people have accepted as normal.

The best startup ideas often come from broken systems that people tolerate because they believe there is no better way. Changing that default behavior is how category defining products are created.

5. Can early-stage startups realistically aim to become a society equation?

Yes, but it does not happen overnight. Society equations are built through clarity, consistency, and repetition.

Some early signals include users recommending the product without being asked, people describing the product as the solution itself, and the product becoming part of a regular routine instead of a one time use.

Every large product started small. What mattered was not early scale but having a clear equation worth changing.

What is Fueler Portfolio?

Fueler is a career portfolio platform that helps companies find the best talent for their organization based on their proof of work.

You can create your portfolio on Fueler, thousands of freelancers around the world use Fueler to create their professional-looking portfolios and become financially independent. Discover inspiration for your portfolio

Sign up for free on Fueler or get in touch to learn more.