Sometimes the hardest decisions in startups aren’t about what to build—they’re about what not to build. Copyright.sh recently said no to ISCC integration. Here’s why.
What Is ISCC?
ISCC (International Standard Content Code, ISO 24138) is a content fingerprinting system. It generates unique identifiers for digital content using perceptual hashing, enabling similarity-based matching across format changes.
Think of it like a DNA sequence for content. Same article in PDF, HTML, or plain text? Same ISCC code.
Why It Seemed Attractive
The value proposition was compelling:
- Standards compliance: ISO standard = enterprise legitimacy
- Partnership opportunities: Getty Images, Liccium, EU CommonsDB all use ISCC
- Cross-format tracking: License content once, track everywhere
- Patent strengthening: Additional technical moat
Our CMO loved it. Our CLO saw legal advantages. It checked boxes.
Why We Said No
Three problems emerged:
1. Wrong Problem
ISCC identifies content (similarity matching). Copyright.sh tracks license agreements (exact terms). We need to know “did they agree to these specific terms?” not “is this content similar to that content?”
2. Wrong Timing
We’re pre-PMF with zero customers. Building infrastructure for problems we don’t have yet is startup suicide. As our Board put it: “Focus on getting signup #3, not solving global content identification.”
3. Performance Kill
ISCC generation takes 150-700ms per URL. Our current HMAC system takes <1ms. That's 150-700× slower for a capability we don't need.
The Real Lesson: Focus Beats Features
Early-stage startups die from distraction. Every “strategic” feature that doesn’t directly drive user validation is a step away from survival.
ISCC might be valuable someday—after we have 10,000 creators and AI companies demanding cross-format tracking. But today? It’s technical distraction from customer validation.
What We’re Building Instead
The next 90 days:
- WordPress plugin refinement (10,000+ sites)
- MCP server for AI companies (Firecrawl integration)
- Creator outreach (real human conversations)
Unsexy? Yes. Critical? Absolutely.
Every successful startup has a graveyard of “strategic features” they wisely didn’t build. ISCC just joined ours.
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