The build trap isn’t just about shipping software. It’s about realizing you have to change the way you’ve always done things. It’s about confusing output-centric measures of progress with real measures of value. To get out of the build trap, you need to look at the entire company, not just at the development team. Are you optimizing your organization to continually produce value? Are you set up to grow and sustain products as a company? This is what a product-led organization does.
