Now that a software “Done” Milestone is more like a Tombstone
If you work in an industry that has digital products and services then the Product Development trend will impact you. As software becomes more critical to business operations and product offerings we are seeing that software projects do not end.
Many organizations are transitioning to become software focussed organizations that offer specialized services. Amazon is a software company with retail (and cloud) offerings. Banks are increasingly digital companies with financial services. The same with insurance, travel, music and even commercial goods. The cost of developing the software in new vehicles is now greater than the cost of the engine. It has become the single most expensive component, even in internal combustion engine vehicles with no autonomous driving features.
These websites and software services will only be “done” development when the company stops being competitive, offering new services or keeping up with technology evolution. At one time getting to "Done" on your software project was a relief, a goal, a milestone, now it is more of a tombstone. It means the product is no longer competing or actively being maintained as technology continues to evolve.
Switching from projects (that are temporary in nature) to products that are designed to be ongoing sounds easy enough - just keep funding the team, but for many organizations it is not that simple. Also, organizations that embrace the whole digital product view still need help governing the ongoing process.