One Feature at a Time (1FaaT™)
One Feature at a Time (1FaaT™) by Brendan O’Reilly (with a foreword by Jayne Groll) is a real book, published in November 2020. It’s positioned as a practical transformation guide for established B2C organizations that want to compete with digital-native companies by adopting continuous customer experimentation.
What the book is about
Section titled “What the book is about”The core premise is that traditional organizations accumulate cultural debt — entrenched behaviors, governance patterns, and delivery habits that slow down experimentation. 1FaaT™ proposes a structured, step-by-step approach to overcome that debt and move toward ongoing digital experimentation, similar to how booking.com reportedly runs 1,000 experiments concurrently and 30,000 annually.
Key themes include:
- Agile + Lean foundations applied specifically to experimentation at scale
- Reimagining team interactions to support faster value delivery
- Balancing speed with governance, compliance, and security
- Practical anecdotes from organizations that successfully transformed
- A nine- or ten-step guide (Amazon US lists ten steps; Amazon UK describes nine) for implementing 1FaaT™ in legacy B2C environments
Why it matters
Section titled “Why it matters”1FaaT™ is more narrowly focused on experimentation culture, especially in organizations that weren’t born digital.
It’s particularly relevant if you’re exploring:
- How to scale experimentation pipelines
- How to reduce organizational friction around change
- How to modernize product delivery culture without breaking compliance
- How to help legacy teams adopt continuous learning loops