Escaping the Build Trap: How Effective Product Management Creates Real Value

Introduction

‘Escaping the Build Trap’ (Melissa Perri) is a profound and insightful book that addresses a common issue in product development: the ‘build trap’. This phenomenon occurs when companies focus too much on continuously delivering new features and updates without questioning whether these additions truly create value for the customer. Melissa Perri, a recognized expert in product management, analyzes why this happens and offers a detailed approach to avoid this pitfall.

Perri argues that companies need to shift from an output-driven to an outcome-driven approach. She explains how product managers play a crucial role in this transformation by ensuring development teams focus on solving real customer problems and delivering meaningful results. The book includes practical strategies and frameworks that product managers can use to lead their teams, collaborate better with stakeholders, and measure what truly matters.

What is the Build Trap?

The Build Trap arises when organizations measure their success by the number of features delivered rather than the value created for customers. Companies become fixated on output (building more), while the true goal of product development should be to create value.

Shifting to Outcome-Driven Work

Perri argues that companies must transition from an output-oriented to a outcome-oriented approach. This means teams should work from customer needs and measurable impact, rather than just delivering features. This shift requires a fundamental change in culture and leadership.

The Role of the Product Manager

In this book, the product manager is positioned as a key figure. Not as a feature factory manager, but as a strategic leader who understands customer problems, engages stakeholders, and guides the team towards delivering real value. Perri emphasizes that great product managers consistently decide what should not be built.

Practical Frameworks and Tools

‘Escaping the Build Trap’ offers a range of practical tools to help organizations escape this trap. These include:

• Setting up outcome metrics instead of output KPIs
• Developing discovery processes that continuously stimulate learning
• Using strategic roadmaps that provide direction without being overly rigid

This approach aligns closely with the GOdna methodology from GlobalOrange, which centers on lean product development and continuous discovery.

Who Should Read This Book?

This book is a must-read for anyone involved in digital product development:

• Product managers who want to work more strategically
• CTOs and founders aiming to build customer-focused organizations
• Designers and developers who want to contribute to meaningful solutions

For teams aiming to excel in product development, this book provides a clear compass.

How GlobalOrange Creates Value

At GlobalOrange, we work daily with clients to escape the Build Trap. Our approach is built on more than 100 successful products, each developed based on value, not volume.

With our Product Discovery Workshop, we help teams clarify which problems truly matter. This lays the foundation for digital products that work—for the user and the business.