What's a feature?

When Daniel Shefer asks, "What's a feature?" the answer depends...

  • Marketing--A feature is what we need to increase market share.
  • Sales--A feature is what we promised the customer to close the sale.
  • Business Development--No idea what a feature is but we're sure we can partner with someone to find out.
  • QA--If we can't auto test it, it's a bug.
  • Development--That's not a bug, that's an undocumented feature.
  • Support--A feature is a rope given to customers to hang themselves with.
  • Services--A feature is one more thing to customize.
  • The CFO--A reason to increase the price of the product.
  • The VC--A feature is a barrier to entry that you set up to prevent competition from entering the market.
  • Customer--The feature is what I asked for but not what I really needed.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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