quarterly or annual planning session in which the leaders consider the ideas and negotiate a product roadmap.

rarely yields anything beyond mediocrity. In

product marketing plays an essential role in discovery, delivery, and, ultimately, go‐to‐market, which is why they are important members of the product team.

Minimize Dependencies

You are not trying to prove anything during these interviews, one way or the other. You're just trying to understand and learn quickly.

Preparing a value test therefore includes preparing a usability test. I described how to prepare for and run a usability test in the last chapter, so for now let me again emphasize that it's important to conduct the usability test before the value test, and to do one immediately after the other.

The death of an enterprise company rarely happens overnight, and a large company can stay afloat for many years. But, make no mistake about it, the organization is sinking, and the end state is all but certain.

all of our tests for value are designed to make sure the person is not just being nice to you.

If you lay out your system this way, you can, at a glance, get the holistic view and consider where to draw the line in terms of different releases and their associated objectives.