Escaping The Build Trap

Melissa Perri, Product Management Author and Coach

Five years ago the struggle was shipping software. Now, companies have to focus not just on shipping software, but on the right software. When companies measure their success on the number of features released rather than the customer needs those features to fulfill, they are stuck in The Build Trap. To escape The Build Trap, organizations must build out a Product Management practice that leads to the creation of value.

In this discussion, Melissa Perri, Author of The Build Trap, discusses product management principles that can be applied to any company, big or small… helping product people overcome product development roadblocks and identifying how to build products that benefit both your business and your customer.

Paul McAvinchey
Paul McAvinchey

For over 15 years, Paul has been building and collaborating on digital products with fast-growing startups and global brands, including AOL and WMS Gaming. Currently, he's a co-founder of Product Collective, a worldwide community of product people. Members collaborate on Slack, meet at INDUSTRY: The Product Conference, listen to, learn at Product Interviews and get a weekly brief that includes best practices in product management. In recent years he led business development at DXY, a leading product design firm in the Midwest, and product innovation at MedCity Media, a publishing startup acquired by Breaking Media in 2015.