Ship Till It Hurts
Most features don't fail because they're built badly. They fail because we don't question them enough before a single line of code is written. Speed is critical. Checkpoints just slow us down. Or so we keep telling ourselves.
Other times, features get pushed out the door because someone wanted to ship something interesting. To the point where they reverse-engineered a "user" to justify them. These are the features rooted in hope, denial, even personal agendas - like someone's portfolio.
Such philosophies move us from 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗳𝗼𝗿 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 to 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮𝗻𝘆𝘁𝗵𝗶𝗻𝗴 𝗳𝗼𝗿 𝗮𝗻𝘆𝗼𝗻𝗲, ushering in the long tail of aspirational, nonsensical bets, and unnecessary sorrows. Failures are written off as "learnings" with little corrective action.
Pendo has tracked this for years, and the story hasn't changed. Back in 2019, they found that 80% of features in the average product were barely touched, while just 12% drove 80% of daily usage. In 2024, just 6.4% of features were driving 80% of total click volume. That's how much we were already wasting resources before AI-assisted coding entered the picture.
These problems are about to get worse. AI-assisted coding means teams can ship faster than ever before. And while the perceived cost is low, things like review, testing, maintenance, documentation, support, GTM, and customer cognitive load still amount to something.
Moreover, bottlenecks don't disappear, they get traded. They are the hidden costs of high velocity.
Yet, the instinct is to treat speed and build economics as an opportunity to ship even more. To compress roadmaps, and throw a hailstorm of features at our customers. There is an element of FOMO driving strategy today. "If we don't do it, someone else will."
But, shipping more does not mean more value. Unchecked, it just means you find out you built the wrong things faster, and in higher volume.
This raises some interesting questions: when building is easier, are we going to keep throwing things at the wall with a clear conscience, simply because we can? And what happens when the backlogs run dry and every product in the market begins to saturate?