Feature factories vs. real solutions. Not every improvement needs code.

Code as the default solution

Imagine a typical scenario which I have encountered multiple times throughout my career: a team encounters a business or problem challenge, and the immediate response is to mobilise developers. More meetings, more specifications, more lines of code. But what if the best solution isn't a new feature or application? What if it's something far simpler?

Most organisations have developed a reflexive habit of turning to software as their primary problem-solving tool. Developers become the default solution for every challenge, creating a cycle of unnecessary complexity and delayed impact.

The delivery bias

The root cause is what I would describe as "delivery bias." Companies invest heavily in technical talent, so there's immense pressure to keep developers constantly producing. The metric becomes outputs, features shipped, rather than meaningful outcomes or true impact creation.

This creates a perverse incentive: teams would rather build something complicated than admit a problem might be solved through a simple process adjustment or communication improvement. Giving an update to the organisation about a shiny feature feels incredible.

Code-first thinking

The consequences of this are significant in my opinion:

• Slower time to real value: Lightweight, immediate solutions get overlooked while teams spend weeks or months building complex software.
• Wasted developer capacity: Talented engineers get bogged down in projects that could be resolved through simpler means, draining their creativity and potential.
• Organisational tunnel vision: By defaulting to code, teams exclude crucial perspectives from non-technical teams who often have the best understanding of operational challenges and the customer.
• Wrong or bad solutions: When we create features without deeply understanding the problem, we risk developing solutions that fundamentally miss the mark.

Real-world examples

Let me share some practical scenarios to outline what I mean with these no- or low-code solutions that illustrate alternative approaches:

• Communication fix: A Customer Success team improves onboarding by redesigning communication templates and creating clearer handoff protocols. No new features required—just thoughtful restructuring.
• Tool optimisation: A Business Ops team reconfigured CRM workflows, eliminating redundant steps and improving data capture. Their solution? Strategic reconfiguration, not a new software project.

The broader challenge

The fundamental issue runs deeper than technical solutions. Problem discovery too often happens in isolation, with product teams working in a vacuum. Critical insights from Sales, Support, Customer Success, and Operations are routinely overlooked.

This simple question can revolutionize your approach to problem-solving. It shifts the conversation from building to solving. It challenges product teams together with their stakeholder counterparts to explore creative, lightweight solutions that deliver immediate value.

A needed mindset shift to problem-first

Before writing a development ticket or requirements, ask:

• What's the simplest way to address this challenge?
• What are the first principles of this problem?
• Who else in the organization might have insights or solutions?
• Can we solve this through communication, process redesign, or existing tools?

Practical steps for a better solution development

Over the years I collected a few recommendations on how to focus on impactful, simple and the best solutions. It’s spending more time on understanding the problem because you need to involve more people and do more research. But this always has paid off every time in the long run.

1. Broaden discovery: Invite representatives from Operations, Sales, Customer Success, and other departments into problem-solving discussions.
2. Celebrate non-code solutions: Create organisational recognition for elegant, low-effort problem resolution.
3. Redefine success metrics: Measure impact, not feature delivery.
4. Cultivate curiosity: Encourage teams to explore multiple solution paths before committing to software development.

Conclusion: Solve problems, not just writing software

Product development isn't about generating code, it's about solving real challenges with the least possible friction. By challenging our default assumptions and embracing a more holistic approach, organizations can unlock faster, more innovative solutions.

Not every solution needs code. Sometimes, the most powerful improvements come from seeing problems with fresh eyes and embracing simplicity.

Remember: Great product development is about solving problems, not just shipping features.