Jade Parrish

Product Strategy · 6 min read

Nobody wants the new feature. They just want the old one to work.

Building new capability on foundations that are already failing delays the rebuild rather than avoiding it. What I have seen on both sides of that choice.

On one product I worked on, the decision was to keep shipping new features directly on top of a system everybody already knew was struggling. The thinking was reasonable enough: keep moving, don’t stop to rebuild. Every new feature was a fight with the code underneath it. We paid for that in slipped dates and fragile releases.

Before I left, we overhauled the whole thing anyway.

At NetEDI we took the other route and replaced the legacy platform outright rather than layering onto it. Once the team was working on one clean foundation, feedback came back faster, the core platform improved without anybody maintaining two competing versions of it, and new features actually shipped quicker, because they were no longer fighting old code to get out of the door.

I have now sat on both sides of that decision, which is the only reason I have anything to add to a debate people have been having for decades.

Why organisations keep choosing to patch

Leadership is under real pressure to ship new capability, because new features win deals and signal momentum, and pausing to repair the foundations looks from the outside like standing still. At the same time the foundations are already compromised enough that every new thing costs more and delivers less than it should. Then there is pressure to cut costs, which squeezes exactly the investment the new work depends on.

And managers often don’t stay long enough for one direction to stick. Even the ones who do can struggle to manage upwards, so priorities shift either way. The pressure to show impact quickly favours starting something visible over finishing something that already exists, and that adds another layer to the pile.

Any one of those on its own is manageable. Together they are how a service ends up held together by workarounds that nobody remembers agreeing to.

I watched this happen. We were all working in sprints, and then our Product Manager decided design should move to Shape Up cycles while engineering stayed where it was. Neither way of working is wrong on its own, but we ended up with two definitions of “done” running on the same product, and it put a seam between two teams who needed to be closer, not further apart.

The cost shows up as this feature taking longer, that bug taking a day to trace. Each instance is small enough to absorb, and then every workaround left in place makes the next change slightly harder, until something perfectly ordinary takes far more care than it should and nobody can really say why. By the time it is obvious enough for leadership to notice, it has already cost more than fixing it early would have.

There is a part of this that goes unsaid. Even people who know the right call is to stabilise something rather than ship the next new thing are pulled towards the visible option, because the visible option is what gets noticed, reviewed and promoted.

Preventing a problem well means that, from the outside, nothing happened.

Shipping something new is a story anybody can tell in a meeting. That isn’t a character flaw in any individual. It is an incentive problem across a whole organisation, and it is a large part of why foundations keep losing to features even where everyone privately agrees they shouldn’t.

Turning a concern into a proposal

I have been on the losing end of this. For a long time, saying that the reporting numbers didn’t line up wasn’t enough on its own, and that is a fair position for anybody to hold. A general worry is a hard thing to act on.

What changed it was building the argument properly. I audited every reporting view, documented exactly where and why the numbers diverged, and gathered what customers and our own Commercial Team had been telling me alongside it. Then I took the whole thing to the CTO as a proposal rather than a concern. That became the reporting work.

That is the specific job I think design has here and rarely claims: turning an invisible risk into something leadership can act on, in terms of risk, time and outcome, instead of leaving it as a technical worry that never reaches the room where the decision gets made.

Most of the risk also sits below the screen, which is the other reason it goes unseen. Design attention tends to stop at the interface: does this flow make sense, is this state clear, is this accessible. Those questions matter, and they miss the operational layer underneath, where data moves between systems and things go wrong weeks before anybody notices.

Mismatched refresh rates between two systems, which I found in the stock and fulfilment work, were never visible on any screen. They became decks that didn’t add up and numbers nobody quite trusted. I have also found a commercial team working directly inside a developer tool, because it was the only place the figures they needed actually lived. Nothing about that tool was built for them, and it carried real risk every time they opened it.

None of which means leadership should grant six months to rewrite everything. They rarely will, and usually they shouldn’t. What works is smaller than that. When a part of a system has hit its limit, replace that part properly instead of wrapping it in another workaround. Agree which patterns the team builds with, and what gets replaced, so the same argument isn’t reopened on every ticket. Aim for a solid pattern the team can actually ship rather than the ideal architecture. And frame all of it in terms leadership can act on.

It does work. At one company, before I left, Engineering had started scheduling foundation work into every week: a small steady amount rather than one big pause. That is the version that survives contact with a roadmap.

Nobody in any of this is the villain. Leadership is under real pressure to show growth, managers are trying to make a mark quickly in a new role, engineers are protecting a rhythm that works, designers are doing their best with what they have been handed. The gap is that nobody owns the whole picture end to end.

That gap is where I like to stand, and the work there is less about deciding what to build next than about making the case for fixing what is already there.

ContactAvailable part-time

Let’s improve something together.

Open to part-time roles and fractional contracts, two to three days a week.