The 75% Problem: How to Ensure Your Features Deliver Real Business Value

Businesses rely heavily on software to drive growth, improve efficiency, and deliver exceptional customer experiences. Yet, despite the billions of dollars invested in software development annually, a staggering 75% of features go largely unused, according to McKinsey’s 2024 report. This alarming statistic highlights a critical disconnect between technical execution and business value—a gap that decision makers and developers must bridge to ensure success.

For too long, software development has been viewed through a purely technical lens, with an emphasis on writing elegant code and implementing sophisticated patterns. While these aspects are important, they often overshadow the ultimate goal of software: to solve real-world problems and deliver measurable business outcomes . To maximize ROI and create meaningful impact, businesses need to adopt a development approach that prioritizes business value at every stage of the process.

Many development teams fall into the trap of building features based solely on technical requirements or stakeholder requests without considering their broader business implications. Take authentication systems, for example—a fundamental component of most applications. Here’s how many teams traditionally implement it:

1class UserAuth {
2  async login(email: string, password: string) {
3    try {
4      const user = await db.users.findOne({ email });
5      if (!user) throw new Error('User not found');
6      
7      const isValid = await bcrypt.compare(password, user.password);
8      if (!isValid) throw new Error('Invalid password');
9      
10      return generateToken(user);
11    } catch (error) {
12      throw error;
13    }
14  }
15}

This implementation is technically sound, but it lacks any consideration for how it might enhance user trust, drive engagement, or contribute to revenue growth. It simply fulfills a functional requirement, leaving untapped potential on the table.

To address this gap, businesses must encourage developers to think beyond functionality and focus on delivering tangible value. Let’s revisit the authentication example, this time with a business-centric approach:

1class EnhancedUserAuth {
2  constructor(private analytics: AnalyticsService, private logger: LoggerService) {
3    this.loginAttempts = new Map<string, number>();
4  }
5
6  async login(email: string, password: string, deviceInfo: DeviceInfo) {
7    try {
8      // Enhance security and build user trust
9      const attempts = this.loginAttempts.get(email) || 0;
10      if (attempts >= 3) {
11        this.analytics.track('security_trigger', { 
12          event: 'multiple_failed_attempts',
13          email,
14          deviceInfo
15        });
16        return this.handleSecurityEscalation(email);
17      }
18
19      const user = await db.users.findOne({ email });
20      if (!user) {
21        // Turn failures into opportunities
22        await this.suggestSignup(email);
23        throw new Error('User not found');
24      }
25
26      const isValid = await bcrypt.compare(password, user.password);
27      if (!isValid) {
28        this.loginAttempts.set(email, attempts + 1);
29        throw new Error('Invalid password');
30      }
31
32      // Deliver personalized experiences
33      return {
34        token: generateToken(user),
35        suggestedFeatures: await this.getPersonalizedFeatures(user)
36      };
37    } catch (error) {
38      this.logger.error(error);
39      throw error;
40    }
41  }
42}

What makes this version different? It integrates key elements that align with business objectives:

• Enhanced Security: Tracks failed login attempts and escalates potential threats, protecting both users and the organization.
• User Engagement: Converts failed logins into signup opportunities, turning friction points into growth drivers.
• Personalization: Provides tailored recommendations, fostering deeper connections with users.

By embedding these business-focused enhancements, the feature becomes more than just a utility—it becomes a strategic asset.

To ensure alignment between development efforts and business goals, decision makers and developers should collaborate closely and ask three critical questions before initiating any project:

1. What business problem are we solving?
   • Is this feature addressing a genuine pain point for customers or stakeholders? Will it move the needle on key metrics like revenue, retention, or satisfaction?
2. How will we measure success?
   • What specific KPIs (e.g., conversion rates, user engagement, cost savings) will indicate whether the feature is delivering value?
3. Is there a simpler way to achieve the same outcome?
   • Can we simplify the solution while still achieving the desired business impact? Simplicity reduces development costs and accelerates time-to-market.

Let’s explore how this framework applies to another common scenario: processing orders.

1// Business-value-focused API endpoint
2app.post('/api/orders', async (req, res) => {
3  const transaction = await db.startTransaction();
4  
5  try {
6    // Understand customer context
7    const customerInsights = await analyzeCustomerBehavior(req.user.id);
8    const orderRecommendations = getOrderOptimizations(
9      req.body,
10      customerInsights
11    );
12
13    // Protect the business
14    const riskScore = await calculateOrderRiskScore(req.body, req.user);
15    if (riskScore > threshold) {
16      await flagForReview(req.body, riskScore);
17    }
18
19    // Drive additional revenue
20    const upsellOpportunities = await findUpsellOpportunities(
21      req.body,
22      customerInsights
23    );
24
25    // Complete the order process...
26    await transaction.commit();
27    res.status(200).json({
28      message: 'Order placed successfully',
29      recommendations: orderRecommendations,
30      upsellOpportunities
31    });
32  } catch (error) {
33    await transaction.rollback();
34    res.status(500).json({ error: error.message });
35  }
36});

This endpoint doesn’t merely process orders; it leverages data to:

• Provide personalized recommendations, enhancing the customer experience.
• Identify and mitigate risks, safeguarding the business from fraud.
• Surface upsell opportunities, driving incremental revenue.

Organizations that adopt this mindset see significant improvements across multiple dimensions:

• Higher User Engagement: Features designed with clear business objectives lead to increased interaction and loyalty.
• Improved Feature Adoption Rates: When features directly address user needs, adoption skyrockets.
• Shorter Development Cycles: Clear priorities and simplified solutions reduce complexity and accelerate delivery.
• Increased ROI: By focusing on high-impact initiatives, businesses maximize the return on their development investments.

Evaluate current features using a structured tracking system to assess their usage and impact:

1class FeatureInstrumentation {
2  static async trackFeatureUsage(
3    featureId: string,
4    user: User,
5    businessContext: BusinessContext
6  ) {
7    return analytics.track({
8      event: 'feature_used',
9      featureId,
10      userId: user.id,
11      userSegment: user.segment,
12      businessImpact: {
13        revenueInfluence: businessContext.revenue,
14        customerSatisfaction: businessContext.satisfaction,
15        operationalEfficiency: businessContext.efficiency
16      },
17      timestamp: new Date()
18    });
19  }
20}

Collaborate with stakeholders to identify and prioritize projects that align with core business objectives. Use tools like impact-effort matrices to guide decision-making.

Implement analytics to continuously monitor the performance of features and their contribution to business goals:

1class BusinessMetricCollector {
2  async collectMetrics(feature: Feature): Promise<FeatureMetrics> {
3    const usage = await this.getFeatureUsage(feature.id);
4    const revenue = await this.calculateRevenueImpact(feature.id);
5    const satisfaction = await this.getUserSatisfaction(feature.id);
6    
7    return {
8      usage,
9      revenue,
10      satisfaction,
11      roi: this.calculateROI(usage, revenue, feature.developmentCost)
12    };
13  }
14}

The future of software development lies in bridging the gap between technical excellence and business value. For decision makers, this means fostering a culture where developers are empowered to think strategically and understand the “why” behind their work. For developers, it means embracing a mindset shift—from crafting clever code to solving real-world problems.

By aligning development efforts with business objectives, organizations can unlock the full potential of their software investments, driving growth, innovation, and competitive advantage.

So, the next time you embark on a software project, ask yourself: “How will this help our business succeed?” The answer will not only transform your approach but also elevate your organization’s impact.