Feature flags/toggles/controls harness the power of test-driven development (TDD). This is the process of releasing and iterating features quickly, testing those features, and making improvements. Think of it as Lean UX methodology. You release light features to receive market feedback. You iterate on that feedback, make improvements, and redeploy.
Think of feature flag-driven development as a way to receive iterative market feedback on your product, rather than solely depend on isolated customer feedback. It’s a way to test how your features perform in the real world and not just in an artificial test environment.