Transitioning from a project-based engineering model to a product-focused one is a hot topic in the tech world. It sounds transformative (and it is), but let’s be honest: not every team, company, or industry is ready for this shift—and that’s okay. It’s not about forcing change for the sake of it; it’s about figuring out what works best for your unique context.
In this article, I’ll walk you through the differences between project-based and product-focused engineering, why the shift could be beneficial, and—most importantly—how to assess if your team is ready to make the leap. If they are, I’ll give you a step-by-step guide to get started. If they’re not, I’ll share ways to keep excelling within a project-based framework.
Project-Based vs. Product-Focused Engineering: What’s the Difference?
Project-Based Engineering is all about delivering defined outcomes within a set timeline and budget. Think of it like running a series of sprints to cross a finish line. Once the project is "done," the team moves on to the next task, often leaving maintenance to another group.
Product-Focused Engineering, on the other hand, is about continuously evolving a product to meet user needs. The team owns the product’s lifecycle, from ideation to long-term maintenance and growth. It’s more marathon than sprint—and requires a shift in mindset.
Benefits of Product-Focused Engineering
- Closer Alignment with Business Goals: The team works on long-term outcomes, not just short-term deliverables.
- Improved User Satisfaction: Continuous iterations mean you can quickly adapt to user feedback.
- Stronger Team Ownership: Engineers become deeply invested in the product, leading to higher motivation and accountability.
Challenges to Watch For
- Cultural Shift: Moving from project deadlines to ongoing ownership requires buy-in at all levels.
- Resource Allocation: Teams may need to grow or restructure to support product-based work.
- Strategic Alignment: Not every product focus yields immediate ROI, so patience and strategic thinking are key.
Self-Assessment: Is Your Team Ready for Product-Focused Engineering?
Before diving in, take a step back. Not every team is positioned to succeed in a product-focused model, and that’s fine! Here are some factors to evaluate:
Team Size and Skills
- Small teams: Smaller teams might struggle with the scope of product-focused work unless they’re highly skilled generalists.
- Larger teams: Bigger teams often have the capacity for specialization, which suits product-focused approaches.
Team Maturity
- New teams: Might thrive in a project model where goals are clearly defined.
- Established teams: Are better equipped for the ambiguity and iterative nature of product development.
Company Stage
- Startups: Early-stage companies often need quick wins, which project-based engineering can deliver.
- Scale-ups: Growth-stage companies benefit from product ownership to scale effectively.
Industry and Customer Needs
- Stable industries: Projects might suffice if the market demands incremental updates.
- Dynamic industries: Rapidly changing sectors often require a product focus to stay competitive.
Ready to Make the Shift? Here’s How
If you’ve assessed your team and feel ready to transition, here’s a roadmap to guide you:
1. Start with a Pilot
Choose a small product or feature to test the new approach. Use this as a learning ground to identify what works and what doesn’t.
2. Redefine Success Metrics
Move beyond deadlines and budgets. Focus on metrics like user engagement, retention, and long-term impact.
3. Restructure Your Teams
Form cross-functional squads that own specific products or features. Include designers, engineers, and product managers.
4. Invest in Training
Equip your team with the skills and mindset needed for product-focused work. Workshops and mentoring can go a long way.
5. Foster a Culture of Ownership
Encourage your team to take responsibility for the product’s success. Celebrate wins and learn from failures together.
6. Iterate and Adapt
Transitioning to product-focused engineering is a process. Regularly assess your approach and make adjustments as needed.
Product-Focused Success at Spotify
Spotify’s engineering team exemplifies the product-focused model in action. Rather than focusing solely on delivering projects, teams at Spotify are organized around specific areas of the product and take full ownership of them throughout their lifecycle. This setup fosters innovation and agility, allowing engineers to iterate on features quickly, experiment with new ideas, and continuously improve user experiences. By shifting focus from isolated projects to long-term product ownership, Spotify has managed to scale its platform while maintaining its high level of user satisfaction.
Not Ready Yet? Here’s How to Succeed with Projects
If a product focus doesn’t suit your team right now, that’s okay! You can still thrive with a project-based model:
- Prioritize Communication: Keep stakeholders aligned with clear expectations and updates.
- Focus on Quality: Deliver exceptional results within your project’s scope.
- Explore Hybrid Models: Blend project and product approaches by assigning teams for maintenance while others work on new projects.
Final Thoughts
Shifting to a product-focused engineering model isn’t just a structural change—it’s a mindset shift. It’s about committing to continuous improvement, ownership, and aligning with long-term goals. But remember: there’s no “one-size-fits-all” approach. Assess your team, industry, and company stage to decide what’s best for you.
As The Lean Startup author Eric Ries puts it, “The only way to win is to learn faster than anyone else.” In a product-focused model, this means iterating, testing, and adapting constantly, giving your team the flexibility to learn from real-world user data. If you’re ready to make the leap, take it one step at a time. And if you’re sticking with projects for now, embrace them fully. Success isn’t about the model you choose—it’s about making the most of it.
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