Shipping software quickly has its pitfalls. As companies ramp up product velocity, they may inadvertently outpace user adoption. PostHog identifies a critical issue: while they can deploy features rapidly, users can't absorb them at the same rate. This disconnect leads to backlogs where users are unaware of new capabilities, which increases the time it takes for features to be recognized as useful. Over time, this can degrade product quality, causing users to misunderstand or underutilize features that were meant to be transformative. To tackle these challenges, PostHog employs the Theory of Constraints, which emphasizes the need to elevate user adoption instead of slowing down development. They suggest treating user attention as a scarce resource. Not every product launch needs a big announcement. Instead, they recommend categorizing launches into tiers: major product rollouts that require full alignment, strategic upgrades that don’t need extensive marketing, and smaller improvements that can be integrated seamlessly. Another strategy is to build feature discovery directly into the product. Users don’t want to sift through external announcements; they want relevant features presented at the right moment. By tying new features to specific user actions, companies can enhance engagement. For example, if a user hits a milestone, related tools should be highlighted. This approach, known as continuous discovery, encourages users to adopt new features organically as they interact with the product.