The build trap: Dangers of a feature factory mindset

Product management often falls into the “feature factory” trap, where success is measured by the number of features released rather than their impact on users or business outcomes. This mindset can result in a bloated product, poor product-market fit, and a disconnection between business goals and user needs. To escape this trap, a shift from focusing on feature output to prioritizing meaningful outcomes through continuous learning, experimentation, and iteration is essential. Adding more features does not necessarily enhance product value, as it can increase complexity, maintenance costs, and dilute the core value proposition. Agile teams may inadvertently become feature factories when they prioritize feature churn over user insights and learning experiments. Effective product roadmaps should focus on solving user problems and achieving business outcomes rather than merely listing features to be delivered. Case studies from companies like Microsoft, Dropbox, and Slack illustrate successful transitions from feature overload to outcome-driven strategies, emphasizing the importance of refining core offerings and aligning product goals with user needs. Implementing outcome-oriented roadmapping involves defining success metrics based on engagement or retention, aligning team goals with business objectives, and using data-driven insights for decision-making. Ultimately, the most successful product managers focus on solving problems and creating value, rather than just shipping features.