Field Notes: The Build Trap

Field Notes: The Build Trap
Author: Melissa Perri

Why This Book
This book surfaced repeatedly while diagnosing why capable teams still failed to move the business. The issue was never talent or effort — it was what the system rewarded.

Core Thesis
Organizations fail when they optimize for shipping features instead of achieving outcomes.

The Insight That Stuck
Teams don’t fall into the build trap accidentally. They are designed into it by metrics, incentives, and unclear strategy.

How This Changed My Thinking
I previously treated outcome-focus as a coaching problem. I now treat it as a systems problem. If the organization measures output, it will get output — regardless of whether it matters.

Where This Shows Up in My Work
This directly shaped how we designed lifecycle stages, success criteria, and handoffs at American Savings Network. Each stage is outcome-defined, system-enforced, and visible across teams — eliminating the illusion of progress through activity.

What This Is Not
This is not a rejection of execution speed or delivery discipline. Shipping still matters — but only in service of a clearly defined outcome.

One Line I’ll Carry Forward
You get the behavior your system rewards.

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