This doesn’t come naturally to most. One tactic is to keep asking, “so what?” about each technical innovation until you can clearly articulate:

• Why would a business care?
• How would they benefit?
• How would they measure its impact?
  

In the diagram above, we’ve outlined the four most common business value drivers used to measure the impact of a new product. Your product must enable a business to achieve at least one of these. Most enable two or more.

For each business value driver, you’ll need to define a success metric.

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