Falling in the trap of making your product a "FEATURE FACTORY"?

Product management is an important part of any successful business. But when it comes to software, there are certain pitfalls that can lead to wasted time and resources. One of these pitfalls is the feature factory. In this article, we'll explore what a feature factory is, why it's a bad idea, and how you can avoid it.

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What is a Feature Factory?

Feature factory is a term coined by product management expert John Cutler. It describes a business focused on building features rather than solving problems for customers. Features are a product’s traits or attributes that deliver value to end-users and differentiate a product in the market. For example, the battery life of an electronic device can be considered a feature. When it comes to software, product features can include any of the application’s functionalities, capabilities, and even its visual characteristics.

A feature factory is characterized by a team that measures success by how much and often it ships, believes that adding a new feature always adds value to the product, and fails to test feature ideas before building. This type of approach can lead to a lot of wasted time and resources as the team focuses on building features without considering their impact on the product.

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Why Should You Avoid a Feature Factory?

The main reason to avoid a feature factory is that it doesn't solve customer problems. Instead, it focuses on building features without considering their impact on the product. This can lead to a lot of wasted time and resources as the team focuses on building features without considering their impact on the product. Additionally, it can lead to a lack of focus and direction, resulting in a product that lacks cohesion and fails to meet customer needs.

Another reason to avoid a feature factory is that it can lead to a lack of innovation. By focusing on building features instead of solving customer problems, the team may miss out on opportunities to create innovative solutions that could set the product apart from the competition.

Finally, a feature factory can lead to a decrease in customer satisfaction. Customers want products that solve their problems, not ones that are full of features they don't need. If the team is focused on building features instead of solving customer problems, the product will likely fail to meet customer expectations.

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Avoid Becoming a Feature Factory

Are you working for a feature factory? If so, it's important to take steps to avoid becoming one. This can lead to an unfocused product and frustrated customers. Fortunately, there are a few things you can do to avoid becoming a feature factory.

• ?Shift the focus to solving customer problems:

If you're working for a feature factory, it's important to try to shift the focus to solving customer problems. This may require some changes in the way the company operates, but it will be worth it in the end. Focus on creating value for customers, and the features will follow.

• Prioritize customer feedback:

Make sure to prioritize customer feedback over new features. This will help ensure that you're addressing the needs of your customers and not just adding new features for the sake of it.

• ?Keep the product focused:

It's also important to keep the product focused on a specific goal. Don't try to be everything to everyone. Keep the product simple and easy to use, and focus on solving a specific problem for a specific group of people.

• ?Say no to feature requests:

Finally, don't be afraid to say no to feature requests. Just because someone asks for a new feature doesn't mean you need to add it. Evaluate each request on its own merits and only add the features that will truly benefit your customers.

In conclusion, feature factories should be avoided. They focus on building features instead of solving customer problems, leading to a lot of wasted time and resources. Additionally, they can lead to a lack of focus and direction, a lack of innovation, and decreased customer satisfaction. By following the tips outlined in this article, product teams can avoid becoming a feature factory and ensure that their product remains focused and coherent. Product teams should strive to create value for their customers by solving their problems and creating innovative solutions. They should focus on creating a product that meets customer needs and keeps customer satisfaction as a top priority.