Kill criteria
The company should pre-write some reasons to stop.
Core redesign for the second independent source should trigger a reset. Persistent bespoke Rails code by the third customer should trigger a services review. Proprietary hosted state required for verification should trigger a portability review. Free SDK adoption with repeated rejection of the paid plane should trigger repricing or a venture-thesis review. Program profiles that require bespoke legal interpretation every time should trigger a narrower product scope.