Executive Summary:

If you’ve ever felt like you’re on a never-ending treadmill of churning out features, our latest blog post, “Escaping the Feature Factory: A Roadmap to Product Thinking Success,” is just what you need. We dive into the all-too-common scenario where product teams get bogged down by a poorly defined roadmap, leading to endless cycles of feature production that don’t necessarily add value.

We talk about those hair-pulling moments every product person has faced: rushing to meet deadlines, haggling over project scopes, and feeling lost in a sea of ‘mandatory’ tasks. It’s a stressful club to be in – the Feature Factory Club – but we’re here to guide you out of it.

The blog shifts focus to the concept of outcome-based roadmaps. Unlike the traditional output-based models that lead you down the path of the Feature Factory, outcome-based roadmaps align closely with business goals and user needs. They’re about creating value, not just volume.

We also touch on the pitfalls of prescriptive roadmaps and how they often need to improve in delivering products that truly resonate with users. Plus, we include insights from Melissa Perri’s “The Build Trap” and Basecamp’s Shape Up methodology, which offer fresh perspectives on crafting roadmaps that prioritize impact over sheer output.

So, are you ready to escape the grind and start crafting products that make a real difference? Our blog post shows you how to transform your approach from feature-focused to value-driven. Let’s leave the Feature Factory behind and step into a world of strategic, impactful product development.

In the dynamic world of product development, few things can stymie a product team’s progress more than a poorly defined roadmap. It’s a familiar scene for many:

  • Management continues to add work to the backlog without regard to the roadmap.
  • Endless negotiations over the scope.
  • Struggling to prioritize when everything seems urgent.
  • Cutting corners and adding technical debit to meet unrealistic deadlines.
  • Feeling overwhelmed by a mountain of ever-shifting requirements.
  • Crushing amounts of Interrupted work and Production Support

If these scenarios sound familiar, you’re not alone. If these scenarios sound familiar, you’re not alone. But what if we rethink how we approach product roadmaps?

What if we move away from being a ‘Feature Factory’ and towards a more strategic, outcome-based approach?

The Limitations of Traditional Roadmaps

Traditional product roadmaps often resemble a to-do list set in stone, leading teams down a path of rigidly defined features and inflexible timelines. This inflexible approach can stifle innovation and lead to products that, while feature-rich, might not truly resonate with users or meet real business needs.

The Flaw in Prescriptive Roadmaps

A roadmap in product development is like a compass in a jungle; it guides your journey. However, a roadmap that needs to be more prescriptive can be a significant problem.

A roadmap that dictates every feature and deadline may seem like a path to efficiency. Still, it leads to a narrow focus, overlooking the broader objectives and values that drive meaningful product development. A prescriptive roadmap can limit creativity, flexibility, and, ultimately, the product’s success.

Go ahead, Google “product roadmap,” and you’ll be bombarded with templates and formats. It’s overwhelming. While some of these templates might look appealing, they often cause frustration due to the lack of flexibility or the ability of leaders and teams to pivot as necessary.

Learning from ‘The Build Trap’

Melissa Perri’s “The Build Trap” delves into the pitfalls of focusing too much on building features rather than solving real user problems. It’s a must-read for anyone looking to escape the Feature Factory. The key takeaway is that building features without a strategic vision and alignment leads to products that don’t resonate with users.

Rethinking Roadmaps: Outcome-Based Approach

A practical roadmap should be about more than just churning out features; it should be focused on strategic vision and value realization and aligned with business goals, outcomes, and objectives. An outcome-based roadmap prioritizes what truly matters: the impact on customers and the business.

Incorporating Alignment, Flexibility, and Adaptability

Embracing new ideas and iterative changes is crucial in today’s dynamic market. The secret lies in making small, calculated changes and validating them with real-world results. This approach fosters innovation and aligns product development teams with evolving user needs and business goals.

My Roadmap Revelation

After navigating through different roadmap strategies, I stumbled upon a format that changed everything: the “Now, Next, Later” roadmap, an adaptation of Janna Bastow’s brilliant approach. This framework is simple yet effective – it categorizes business goals and potential customer impacts into what needs to be done now, what’s coming up next, and what’s planned for later.

But why did this work where others failed? The secret lies in its simplicity and clarity.

Shape Up: A New Perspective on Roadmapping

Basecamp’s Shape Up methodology offers a fresh take on product roadmapping. It advocates for flexible cycles of focused work, allowing teams to adapt and respond to changing needs and priorities. This method aligns with the essence of outcome-based roadmaps, emphasizing impact over output.

The ‘Now, Next, Later’ Approach

  • Now: These goals, opportunities, and potential features are in progress or need immediate attention. They are your immediate priorities.
  • Next: These goals, opportunities, and potential features are on the horizon but don’t require immediate action. They are essential but can wait. These are items that can be addressed in future planning sessions.
  • Later: This is the future – goals that are important in the long run but aren’t pressing right now.

The Now, Next, Later concept can apply to your SAFe Product Increment (PI Planning), Shape up cycles, Scrum@Scale meta scrum planning, or a traditional release cycle.

This approach provides a clear view of what’s essential and urgent versus what can be planned for the future.

Adapting the Roadmap to Your Needs

A product roadmap isn’t a one-size-fits-all solution. It should be adaptable to your product’s specific needs and goals. Use the ‘Now, Next, Later’ framework as a starting point and customize it to fit your team’s workflow and product vision.


Escaping the Feature Factory Club is about more than just changing how you plan; it’s about shifting your entire mindset toward product development. It’s about focusing on what truly matters – solving user problems and aligning leadership and teams to deliver value.

So, take that first step. Try a new approach to your product roadmap and start building products that solve real problems, deliver value, and resonate with users- not just a pile of features. Remember, the journey from a feature-focused approach to a value-driven one starts with a product-thinking mindset shift.

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