[dkoston]

This was essentially the story of how we built a successful software company at cPanel. Our customers would describe things like “I want a button that does this” or “a script that does that” and we had to make many assumptions about what they really wanted. Finally after determine we were spending massive amounts of time on unused features, we developed everything as a workable “beta” feature. The ones that we got a ton of praise or complaints on kept getting developed. The ones with silence stayed the same.

This was before heat map software and click tracking which can do a great job of augmenting customer feedback.

The key part that we found out is that if you take this approach, you have to couple it with high quality software support. We hired and trained folks who knew the entirety of our business and tech (Linux, DNS, HTTP, hosting, etc). Our tech support reps were paid much more highly than others in the industry but it gave us more benefits than just being able to support customers when beta software was ship to prod, it also gave us a training ground for future software engineers, QA folks, SysAdmins, and Product Managers.

What I think a lot of people forget is that software is one piece of the puzzle in solving a problem, it’s absolutely not the whole solution. If you design a process based around connecting with customers on a regular basis and having feedback flow throughout your company, you won’t have to “make perfect features”.

I’ve only worked with a small number of companies since that have understood this. Most I’ve worked with have created communication silos and sit in rooms trying to dream up the perfect set of requirements.