I have often heard people (including myself) say “That isn’t enough to build a company on. That is just a feature”. In theory it is good to think about this: is your idea or technology something you can build a company on or just something interesting that might be added to another company or product?
But in practice things work differently.
Or take Google. All they had when they started out was a better technology to index pages called “BackRub‘. They tried to sell this ‘feature’ to a few established search engine companies. These companies weren’t interested so they started their own search engine to show the world that their technology provided superior results.
I think it is dangerous to dismiss ideas as only ‘features’ and have decided to stop saying this to people. Great companies are built on simple features. Lets not forget that.