“All of your features should fit into one of those two buckets — are we trying to increase ARPU or are we trying to increase retention? I'm not sure what the other rationale for releasing a new feature is if you're not going to increase ARPU or retention.”

Every feature should do one of two things: increase ARPU or increase retention — nothing else justifies the build

Falzon's feature-classification rule from Mosaic's product operating model: before a feature is approved, classify it as either an ARPU driver (upsell opportunity, new paid tier, consumable) or a retention driver (reduces churn, deepens habit). The two categories require different marketing strategies, different success metrics, and different positioning to the user base. Features that do not clearly belong to either bucket tend to be features the team thought were cool rather than features users needed — and they disappear unused.