There’s a familiar maxim in start-up-speak of the minimum viable product, or MVP, a bog-standard version of a product that is put out into early users’ hands so they can get a feel for it and give feedback to the developers. It’s a tried-and-tested approach for many a software product but not for Phily Hayes. The co-founder and chief executive of Zerve said that putting out a bare-bones Zerve product at the start was never a practical option. “We spent a long time on R&D before getting to launch because Zerve always was a product that had to be a…

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