There's a lot to be said about digital products performing poorly, or ideas not making the cut within the company. Here's my top 5 most common reasons why this happens.

👉 Viability: the company doesn't want it

👉 Feasibility: the company can't make it happen

👉 Value: users don't benefit from it

👉 Usability: the user experience is detrimental

👉 Time: the product is late to the party

The first two challenges take place before execution even begins. Therefore, the solution you need is a way to quickly, and cheaply validate new ideas.

This is to create clarity and objectivity, and subsequently create buy-in from stakeholders. The next two challenges can be addressed by repeatedly involving customers way earlier in the development process.

The final challenge has more to do with how exactly execution is handled internally, where a possible solution points in the direction of continuous delivery, rather than a rigid waterfall process.

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