Feature creep

The gradual, incremental addition of features to a product or deliverable beyond its original specification, often driven by stakeholders wanting "just one more thing."

Example

A software MVP scoped for three core features grows to include six by launch, each individually reasonable-sounding but collectively doubling the build time against the original estimate.

Why it matters for agencies

Feature creep is scope creep's specific form in product and software engagements. It's especially dangerous because each added feature can seem small in isolation, which is exactly why a running log of additions — not just a gut sense of "we're a bit behind" — is what actually reveals the cumulative size of the problem.