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“An even bigger issue is what comes next, which is when companies get really excited about their product roadmaps. I've seen countless roadmaps over the years, and the vast majority of them are essentially prioritized lists of features and projects. Marketing needs this feature for a campaign. Sales needs this feature for a new customer. Someone wants a PayPal integration. You get the idea.”
― Marty Cagan, Inspired: How to Create Tech Products Customers Love

“I believe the major risk facing most efforts is value risk. On a startup canvas, this shows up under solution risk—discovering a compelling solution to customers. A solution that your customers will choose to buy and use.”
― Marty Cagan, Inspired: How to Create Tech Products Customers Love

“We must validate our ideas on real users and customers. One of the most common traps in product is to believe that we can anticipate our customer's actual response to our products. We might be basing that on actual customer research or on our own experiences, but in any case, we know today that we must validate our actual ideas on real users and customers. We need to do this before we spend the time and expense to build an actual product, and not after.”
― Marty Cagan, Inspired: How to Create Tech Products Customers Love

“Good teams get their inspiration and product ideas from their vision and objectives, from observing customers' struggle, from analyzing the data customers generate from using their product, and from constantly seeking to apply new technology to solve real problems. Bad teams gather requirements from sales and customers.”
― Marty Cagan, Inspired: How to Create Tech Products Customers Love