There are four risks[^1] to consider in product discovery: [^1]: [The Four Big Risk](https://svpg.com/four-big-risks/) by [[Marty Cagan]] 1. Value 2. Usability 3. Feasibility 4. Viability **Value risk:** whether customers will buy or choose to use it. Will customers find it valuable? **Usability risk:** whether users figure out how to use it. **Feasibility risk:** whether it can be built within the time, skills, and tech we have. **Business viability risk:** whether the solution aligns with other aspects of our business—like go-to-market, sales, compliance, legal, etc.