Feature
Features are the things teams build and ship—the outputs of product development. Historically, product teams have been asked to deliver a set of features on time and on budget, measuring success by shipping features rather than creating value.
What is the problem with focusing on features?
Product teams can easily fall into the trap of building "feature after feature" without understanding their purpose or end goal. This represents the output-focused approach that discovery work aims to address.
Teams often hear sentiments like:
- "How do we know if we are building the right things?"
- "We are building feature after feature but to what end?"
- "How do we know what customers really want or need?"
These questions reveal a yearning to do more discovery work and focus on outcomes rather than outputs.
What's the difference between features and outcomes?
Product management is changing. Teams are evolving from managing by outputs to managing by outcomes. Historically, teams defined success as shipping a set of features on time and on budget. As teams evolve toward outcomes, they're being asked to deliver performance—not just shipping features, but creating value for both customers and businesses.
Product teams get obsessed with features when they should be obsessed with the outcomes they create for customers and businesses. Features represent the "what" while outcomes represent the "why" and "impact."
The shift from features to outcomes helps teams focus on creating real value rather than simply checking items off a roadmap.
Learn more:
- Shifting from Outputs to Outcomes: Why It Matters and How to Get Started
- Product Discovery Basics: Everything You Need to Know
Related terms:
- Outcomes
- Outputs
- Discovery
- Continuous Discovery
Last Updated: October 25, 2025