Why Most Agile Teams Build Features Instead of Value and How To Flip the Script

For a long time, I believed that the number of features we shipped was a sign of a healthy product team. New capabilities meant progress. More releases meant momentum. A packed roadmap meant ambition. And during sprint reviews, when we showcased everything we had delivered, I felt proud as if quantity itself was proof of impact.

But something always nagged me. After each launch, I would look at the data or talk to users and feel this uncomfortable tension between what we had built and what had actually changed. The features were there, polished, documented, deployed but the world around them stayed strangely still. The metric didn’t move. The user behavior didn’t shift. We were launching features into the void, and the void was yawning back.

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