Roadmap reviews tend to focus on timelines, dependencies, and long lists of features. These discussions are important, but they often miss a single clarifying question that can cut through the noise:
What will this feature replace in the user’s life?
Asking this question changes the framing. Instead of thinking about what a feature adds, the conversation shifts to what it displaces. Users don’t have unlimited time or attention. Every new feature competes with something they already do, whether it’s an existing workflow, a manual workaround, or another tool entirely. If nothing is being replaced, adoption is likely to be weak.
Consider the consumer side first. Spotify’s “Discover Weekly” didn’t just add a playlist. It replaced the frustrating hours users once spent searching for new music. That made it sticky.
The same principle applies to B2B products. A SaaS company building an AI assistant for sales reps could present it as a helpful add-on. However, if it merely overlays suggestions on top of existing tasks, it risks being overlooked. The moment it replaces the tedious work of scanning accounts and drafting emails, though, its value becomes undeniable. Similarly, project management platforms like Asana or Monday became successful because they replaced spreadsheets and long email threads, not because they added more tracking features.
| Feature Framing | Adds | Replaces |
|---|---|---|
| CRM AI Assistant | Extra layer of suggestions on top of existing tasks | Manual scanning of accounts and writing follow-up emails |
| Project Management Tool | New tracking dashboards | Spreadsheets and long email chains |
| Music App Playlist | Another playlist option | Hours of manual searching for new songs |
The replacement lens forces prioritization. It helps avoid feature creep, where teams add more surface area without meaningful improvement. And it ensures that roadmaps remain tied to outcomes rather than just outputs.
For product managers, this becomes a litmus test. In every roadmap discussion, don’t just ask “what does this add?” Instead, ask “What does this replace?” Features that pass this test are more likely to deliver clear, lasting value.
Roadmaps aren’t about building more. They’re about building what matters. And one simple question can keep teams aligned on that goal.