Why Companies Are Failing with Product Development — Episode 1
Episode 1: The “Let’s Wing It” Approach.
The Mantra of Chaos
You know that moment when someone says, “We don’t need a plan; we’ll figure it out as we go”? It’s a statement often followed by a mixture of excitement and dread. While this might be an adventurous motto for a spontaneous road trip with friends, it’s a recipe for disaster when it comes to product development. Unfortunately, many companies adopt this cavalier attitude, believing that innovation thrives in chaos.
Spoiler alert: It doesn’t. 🤣
What Happens: The Symphony of Confusion
When companies dive headfirst into development without any strategy, roadmap, or clear idea of what they’re building, chaos occurs.
Imagine a band of enthusiastic yet directionless explorers setting out on a journey with no map, compass, or even the faintest clue of where they’re headed. Here’s a detailed look at the journey from excitement to inevitable doom:
The Initial Enthusiasm
At first, the idea of winging it can seem liberating. There’s no need to be bogged down by tedious planning sessions or endless documentation. The team jumps straight into the action, riding high on enthusiasm and creative energy. They’re coding, designing, and brainstorming all at once, convinced that they’re on the brink of creating the next big thing.
The Reality Check
Pretty soon, cracks begin to appear. Without a clear plan, team members start pulling in different directions. One developer is working on a feature that another designer hasn’t even thought about. There’s confusion over priorities, and no one is quite sure what the end goal is anymore. The product starts to morph into something unrecognisable, losing its original vision in a fog of ad-hoc decisions.
The Descent into Chaos
As deadlines approach, panic sets in. Features are half-baked, user flows are disjointed, and the product feels more like a collection of random ideas rather than a cohesive whole. Bugs and glitches multiply, and the team scrambles to patch things up, often making things worse in the process. What started as a promising adventure now feels like a desperate attempt to stay afloat.
Real-Life Analogy: The DIY Spaceship
Imagine you and your friends decide to build a spaceship in your garage. You’re excited, inspired by the idea of exploring the cosmos, but there’s a catch: you have no blueprints, no engineering knowledge, and no plan. Here’s how this grand project might unfold:
Day 1: Boundless Optimism
Armed with nothing but enthusiasm and a vague idea of what a spaceship looks like, you start gathering materials. There’s an old car engine, some metal sheets, duct tape, and a bunch of wires. You convince yourself that this is all you need to get started. After all, how hard can it be?
Week 1: Conflicting Visions
One friend thinks the spaceship should be sleek and fast, another insists it needs a huge cargo hold for all the snacks, and someone else starts designing the interior without any regard for the overall structure. Arguments break out, and progress slows as everyone tries to impose their vision.
Month 1: The Frankenstein Monster
By now, your spaceship looks more like a bizarre art installation than a functional vehicle. It has mismatched parts, an engine that doesn’t fit, and a control panel that’s more confusing than an airplane cockpit. You realise that you’ve spent most of your budget on parts that don’t work together.
Launch Day: Catastrophic Failure
Against all odds, you decide to attempt a launch. Sparks fly, the engine sputters, and the spaceship lurches a few feet before collapsing in a heap. It’s clear that without a plan, you were doomed from the start. What was supposed to be a moon lander is now a glorified lawn ornament.
The Moral of the Story
The “Let’s Wing It” approach might seem like a fun and flexible way to develop digital products, but in reality, it’s a fast track to failure. Just like building a spaceship without blueprints, developing a product without a plan leads to confusion, wasted resources, and ultimately, a product that doesn’t deliver.
No-Nonsense Tips from Arnold & Steve
To avoid this pitfall, companies need to embrace the power of planning. Here are some practical steps to ensure you’re building a product with a clear purpose and direction:
1. Define Clear Goals: Before you start, make sure everyone understands what the end goal is. What problem are you solving? Who is your target audience?
2. Create a Roadmap: Outline the steps needed to reach your goal. This includes milestones, deadlines, and key deliverables.
3. Assign Roles: Ensure everyone knows their responsibilities. This prevents overlap and ensures that all aspects of the project are covered.
4. Regular Check-ins: Hold regular meetings to review progress, address issues, and adjust the plan as needed.
5. Gather Feedback: Involve potential users early on and get their feedback. This ensures you’re on the right track and allows for adjustments before it’s too late.
By avoiding the “Let’s Wing It” approach and embracing structured planning, companies can transform their chaotic development process into a well-oiled machine, leading to products that are not only functional but also delightful for users.
So next time you’re tempted to wing it… don’t. Call me instead. 😉
Next episode: The “Kitchen Sink” Syndrome… stay tuned.
Marco Cavazzana, Chief Design Officer, Variant Sweden. Marco.cavazzana@variant.se
