If we asked a room full of product managers what was keeping them up at night, the most common answer would be a version of “building product that doesn’t get used,” more concisely known as “Value Risk.”

In The Four Big Risks, Marty Cagan calls out the major risk categories products face:

1. value risk (whether customers will buy it or users will chose it)

2. usability risk (whether users can figure out how to use it)

3. feasibility risk (whether our engineers can build out what we need with the time, skills, and technology we have)

4. business viability…

Joyce Greenbaum Gordon

B2B Product Management | joycegordon.me

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