The article pointed out an important idea: focus on outcome instead of output.

In fact many teams suffer from crafting feature factories and they forget the initial objective to create values for customers. It is organizational culture that matters to stand with customers but from engineers' viewpoint, they might think those are project managers' responsibility, which implies a team is far from users. In my opinion, a team should engage in product discovery to help them understand what kinds of product they are going to build rather than passively receive instructions from requirements.