The philosophy of continuous improvement known as Kaizen emphasizes making meaningful product changes that result in new customers or increased benefits for existing users. Product improvements can be made to either add new features, improve existing ones, or change the way they are used. Adding new features is risky and requires confidence that they will be valued by customers. Improving existing features can be done in three ways: making deliberate improvements, increasing frequency of use, or improving adoption rates. Examples of product improvements include adding notifications to address infrequent use of a feature, redesigning the message results view to display effectiveness metrics, and repositioning filters for easier configuration. To truly adhere to Kaizen, startups must balance finding meaningful improvements with ensuring that they are implemented effectively.