The Next Feature Fallacy (2015)

The Next Feature Fallacy is a common mistake made by product builders: the belief that adding a new feature will automatically make people want to use the entire product. However, this rarely works. The drop-off in user engagement after the initial attraction is steep and fast. The key to bending this engagement curve is to focus on features that target non-users and casual users, maximizing the reach of the feature. Deep insights on what users need to become activated are also important. Building features behind an engagement wall will only benefit a small percentage of users. Picking the next feature requires being smart, shrewd, and informed.

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