How To Be A Good Product Manager

Tips on product management and product marketing for product managers. By Jeff Lash

Save some features for later

Posted on November 10, 2009 by Jeff Lash · 13 Comments

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If you want to be a bad product manager, release all of your features at once. If you have some cool functionality, why would you wait to show it to the world? You need to get as much out as you can right away — if users don’t see everything that you have to offer the first time they use the product, there’s a chance you might lose them. Sure, there may be some features that they don’t care about, but customers will gladly sift through extra functionality to find the few pieces which might be really worthwhile.

If you want to be a good product manager, save some features for later. It’s important to include enough functionality when a product is first released, though there are legitimate reasons to delay the addition of some non-essential features for future releases, including:

  • Customers have difficulty processing too many features at once. With new products, it is too easy to get into “feature overload” and make it hard for users to focus on the most important functionality. Extra features may divert attention from the truly differentiating elements of the product, so much so that some customers may get distracted by the less important elements and lose sight of what truly adds value. However, adding new features over time allow users to slowly acclimate themselves to new functionality as it is added.
  • Fewer features initially allows you to capture more value later. Some “one hit wonder” products release all of their best functionality on their first release, then fail to follow it up with subsequent improvements. In many cases, this problem could be partially resolved by staging their incremental releases. If all of the truly worthwhile features are in the initial release, it will be a challenge to capture additional value later through price increases or add-on modules. Instead, a slimmed-down Version 1 product with just the essential functionality may be enough to prove the value of the product and garner customer acceptance, paving the way for you to better construct a roadmap which will capture more value from existing customers and target new customer groups. This provides more flexibility for charging for add-on modules or overall price increases as the product is enhanced over time.
  • Staging features provides you the ability to adjust new features based on market feedback. There is one certainty in product management — you always know more tomorrow than you did yesterday. What may seem like a great set of features before your initial release may turn out to not necessarily be the case after you launch. By holding some features back initially, you get the benefit of customer feedback. Once users interact with the product, they will be able to provide feedback not only on the features you have, but more importantly the features you do not have. Functionality you maybe previously thought was crucial may turn out to be less important, and innovative ideas which you had never thought of may be suggested by your customer base. Feedback based on real-world experience will allow you to identify new directions and adjust your future roadmap, saving you from potentially releasing less-worthwhile features and allowing you to put energy and effort into more valuable functionality.

As product managers plan enhancements and additional releases, an awareness of potential future features will help establish the foundation for the product roadmap. However, product management is a marathon, not a sprint, and product managers need to look after the long-term success of the product. Instead of trying to release any potentially relevant feature right away, product managers can release a good set of essential functionality first, allowing for quicker time to market. Then, by holding some features back and staging future product releases, product managers can better establish a compelling roadmap to stay ahead of development while also preparing for any changes ahead in the market.

How To Be A Good Product Manager features tips on product management and product marketing, written by Jeff Lash (@jefflash on Twitter), Service Director, Product Management at SiriusDecisions.

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13 responses so far ↓

  • uberVU - social comments // Nov 10, 2009 at 10:09 am

    Social comments and analytics for this post…

    This post was mentioned on Twitter by jefflash: New blog post from How to Be a Good Product Manager: Save some features for later: http://is.gd/4RJkI #prodmgmt…

  • How To Be A Good Product Manager « Tondalink’s Weblog // Nov 16, 2009 at 9:55 pm

    [...] How To Be A Good Product Manager By tondalink Save some features for later [...]

  • Niall Devitt // Jan 11, 2010 at 7:25 am

    Hi Jeff, great article! “Customers have difficulty processing too many features at once” I think that’s a really key point and I agree that it makes really good sense to hold releasing some features for later . keep up the good work. Regards, Niall

  • Chris Steele // Jan 27, 2010 at 11:03 am

    Love that!
    We used to have a rule about putting 3 big things in a release and a whole bunch of smaller features for established users. I think 3 may well have been too many and that just one big new feature which is really thought through, complete and flexible, would have been preferable.

  • Tomas // Feb 15, 2010 at 6:08 am

    Yes! Convincing stakeholders and management about the value of incremental improvements is hard, though. Too many times I’ve seen companies trying to push everything out the door at once, only to realize that half the features nobody wants – 2 weeks after launch.

  • The “Value” of asking why « UX Australia 2010 // May 1, 2010 at 12:57 am

    [...] Save some features for later [...]

  • Banibrata Dutta // Jun 21, 2010 at 8:00 am

    Great post Jeff. We hear a lot of talk on ‘Release Often and Release Early’, especially in the Web2.0 scheme of things. Releasing often, probably takes the zing out of a new “truckload of features” release (like 2.0.14 to 3.0), and rather “numbs” the user to new features. Would like to hear your comments / thoughts around this aspect.

  • shaik // Nov 8, 2010 at 6:32 am

    awesome its really good..

  • zahoor // Nov 8, 2010 at 6:34 am

    hey im zahoor ahmed i have read it all these. its very good .i like it most

  • zahoor // Nov 8, 2010 at 6:40 am

    hi jeff…

    can you give me a new ideas jeff…
    your articles is very helpfull i don’t wannt miss anything if its anything is new please upload or send me mail ok thannx…….

  • munaz // Nov 8, 2010 at 6:42 am

    hi jeff.

    really cool

  • Vishal Modi // Jun 24, 2011 at 9:38 pm

    Great post.

    “you always know more tomorrow than you did yesterday” – this is absolutely true in today’s fast paced technology world.

  • Pablo Palmeiro // Oct 31, 2011 at 5:40 am

    What a great blog and relevant topics!

    My only disagreement with this post and answers is that we (Prod mgt, Tech’s, Industry in general) talk in terms of features… when features are just a mere channel to solve a user need, market opportunity or buying obstacle.

    The solution I can think of to this feature discussion is to maybe stop talking in terms of features but start talking about releases around: themes or needs/tasks solved or improvements to already released ones.

    In the end… I do not care if Amazon.com has more or less features I just want to execute xyz amount of tasks in the best (fast, safe, etc) way without being distracted bythings not applicable at that moment in time.

    Just one more view

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