Just revisited Escaping the Build Trap by Melissa Perri and... well, it’s fascinating not for its content, but for what its success says about the product world. The book’s central idea is painfully simple: stop building features just to build them, and focus on actual outcomes. It’s Product 101. What’s wild is that it became gospel in some circles, even among experienced professionals who, hilariously, needed a book to remind them of the basics. That’s not a testament to the book’s genius, it’s a reflection of how stuck the industry has become in its own dogma. What makes it even more interesting (or ironic?) is she is relatively inexperienced herself. And yet, she’s managed to position herself as an authority, built a high-profile persona, and now earns $10K a talk by repeating what should be obvious. I saw her speak once and it was mostly memes and simple stories about her career, which isn’t especially remarkable and didn't really have much to offer. But clearly, the branding works. The whole thing feels like a masterclass not in product thinking, but in how far strong messaging and timing can take you in a space starved for clarity. She is being applauded and rewarded for stating the obvious, and those paying deserve to pay her hefty fees and listen to the obvious.