Product Teams vs Feature Teams

Just stumbled upon an insightful article from 2019 by Marty Cagan, the Founder of hashtag#SVPG, that helps me as a PM to understand where we want to be, and more than that, what are the basic conditions for the relationship between the PM and stakeholders, in order to be able to release a winning product.

(sorry for the delay, in 2019 I was still a Data Analyst who is busy finishing my university studies…) 🚀

🔑 My Key Insights from "Product Teams vs Feature Teams":

1. An empowered product manager should face 4 challenges:

A. Value risk - will people buy it, or choose to use it?

B. Usability risk - can users figure out how to use it?

C. Feasibility risk - can we build it with the time, skills, and tech we have? 

D. Business Viability risk - will this solution work for the various dimensions?

In an Empowered Product Team, the product manager is explicitly responsible for ensuring A and D - value and viability.

the designer is responsible for ensuring B- usability,

and the tech lead is responsible for ensuring C- feasibility.

2. This contrasts sharply with Feature Teams, where PMs often lack real power, leading to a focus on output rather than impact.

The Challenge of Feature Teams: Often trapped in delivering predetermined features, these teams miss out on true innovation. 

3. Genuine Product Teams are cross-functional, outcome-focused, and empowered to creatively solve problems. They are the engine behind consistent innovation, crafting solutions that customers love and that benefit the business. 

If your stakeholders are the ones who are responsible for the Value and Viability, first I’m sorry to say it but you are in a Feature Team, and second they will still find a way to blame you and your team if their hoped-for results are not realized…  “It took too long” “the design was bad” etc.  And of course, your team was probably “never convinced this was worth building in the first place”, it’s the same old song…

In reflection, it's clear that building successful products demands more than just executing tasks; it requires teams that are empowered to make significant decisions, deeply understand their customers, and strive for meaningful outcomes.