Why a “feature factory” approach doesn't work

The "feature factory" approach is common in many companies, where the focus is on delivering specific features rather than solving real user problems. In this setup, projects are planned with clear start and end points, and success is often defined by whether the software is shipped on time. However, this approach can miss the bigger picture.

The problem is that these projects are usually defined during annual planning, based on what business stakeholders think should be built, not necessarily on what users truly need. Even if some user research is done, it's often at the beginning of the project and then forgotten, which means teams aren’t adapting to new insights as they work. This leads to a situation where teams are more focused on ticking off features rather than ensuring those features actually add value for users.^[1]