How to escape the Build Trap

Introduction

Navigating the world of software development and product creation can sometimes feel like getting lost in a labyrinth. This can take you to the problem of building “for the sake of building”, which consumes time and effort and translates to money and cost of opportunity.? It's easy to get caught up in the details and lose sight of what truly matters: delivering value to your customers or end users.

In this article, we explore how to develop products or features that genuinely benefit your customers and how to reduce the risk of failure by making well-informed decisions.?

Let's dive in!

How do we measure the real value?

In "Escaping the Build Trap," Melissa Perri emphasizes the importance of measuring the real value of a product beyond superficial metrics. Here's how we can measure the real value:

Customer Outcomes: Instead of just focusing on output metrics like the number of features built, measure how well the product is helping customers achieve their desired outcomes.?

Business Impact: Look at metrics that directly impact the business's bottom line. This could be increased revenue, higher customer retention, or improved customer lifetime value.

Customer Satisfaction and Loyalty: Measure customer satisfaction through surveys, NPS (Net Promoter Score), or customer feedback. Loyal and satisfied customers often indicate that your product is delivering real value to them.

Time Saved: If your product streamlines processes or makes tasks easier, measure the time saved by users. This could translate into increased productivity and efficiency.

Problem Solving: Measure how effectively your product addresses pain points or challenges faced by customers.

User Engagement: Look at metrics related to user engagement, such as active usage, feature adoption rates, or session duration. These metrics can indicate how valuable and engaging your product is to users.

Start with Why

This concept, popularized by Simon Sinek in his book "Start with Why: How Great Leaders Inspire Everyone to Take Action," is about understanding the fundamental reason behind the actions and decisions we make. It's not only applicable to individuals but also to organizations, products, and their strategies. Here's an overview:

Start with Why: Understanding the Core Motivation

Simon Sinek's "Start with Why" centers around the idea that great leaders and successful organizations begin by clarifying their "why" before moving to the "how" and "what." The "why" represents the core motivation, purpose, or belief that inspires actions and decisions.

Golden Circle: Why, How, What

Why (Core Purpose): This is the center of the circle and represents the deeper reason for existence. It's the purpose, the cause, and the belief that drives individuals or organizations. It answers the question, "Why do we do what we do?" It's not about profits or results, but the higher reason behind actions.

How (Process and Values): Moving outward, the "How" refers to the unique way an organization or individual fulfills their "why." It includes values, principles, and approaches that guide actions. It answers the question, "How do we fulfill our purpose?"

What (Products or Services): The outermost circle is the "What." This is the tangible product, service, or action that results from the "why" and the "how." It's what people can see, touch, or experience. It answers the question, "What do we offer?"

"Start with Why" is a concept that emphasizes the importance of understanding and communicating the core motivation that drives actions and decisions. By beginning with the "why," individuals and organizations can inspire, build loyalty, and differentiate themselves in a meaningful way.

Fall in love with the problem, not the solution

Fall in love with the problem, not the solution" encapsulates the concept of focusing on understanding the core issue at hand rather than becoming attached to a specific fix. This approach prompts us to ask, "Why are we doing this?" in order to grasp the true purpose. To execute this, it's crucial to deeply understand the problem by validating its existence and then verifying the solution. By adhering to this philosophy, we prioritize addressing genuine problems over predetermined solutions, leading to more effective, user-centric outcomes.

We must also remember the importance of ideating the best solution for the problem. This requires a deep understanding of the users or customers since solutions can vary across different user segments. Moreover, validating the solution before bringing it to the market is a critical step. While various strategies can be employed for this validation process, delving into those strategies is beyond the scope of our discussion here. By considering these steps, we ensure a user-centered approach and mitigate potential challenges during the development and launch of solutions.

The customer is always at the center

Customer-centricity is a guiding principle in successful business strategies. Placing the customer at the center entails consistently understanding and meeting their needs. This approach, known as customer centricity, revolves around asking what truly holds value for the customer.?

This isn't solely about products or services, but about addressing their core challenges and desires. By prioritizing the customer's needs, businesses can foster trust, loyalty, and enduring success.

Avoid the Build Trap!

The next time you're tempted to introduce a new feature or enhance an existing one, pause. Reflect on these three critical elements:

Firstly, question the purpose behind our product development. What is the driving force behind our actions?

Secondly, grasp the user's issue and their specific pain points. It's essential to deeply comprehend their struggle.

Thirdly, immerse yourself in the user's context, understanding their business in its entirety.

We are confident that this simple yet profound exercise will provide clarity. It will illuminate the true value we aim to deliver to our clients. Moreover, it will increase our chances of successfully addressing the identified issues or needs, ensuring our efforts achieve their intended purpose.

Remember, we are innate creators. We must never lose sight of this. However, we must also ensure that our creations add value to our clients. We are certain that this approach will lead to a higher sense of accomplishment and pride in your collective creations.

Summary

Placing the customer at the heart of our efforts is the essence of customer-centricity, a principle that emphasizes understanding and fulfilling their needs. By embracing the concept of "Start with Why," we recognize that the customer is always at the center. This philosophy not only safeguards us from the build trap, where features are created without clear value, but it also encourages us to fall in love with the problem itself, not just the solution. By delving into the real value sought by the customer, we ideate solutions that genuinely matter to them and subsequently validate these solutions before market delivery. Such an approach unites the "why, what, and how," steering our strategies towards problem-solving, customer satisfaction, and lasting success.