Which product risk should you focus most of your efforts on mitigating?

- Feasibility, viability, usability, and value are all important product risks to address - Value is the hardest risk to address for most teams - Value involves determining if there is demand for the product and whether it solves the problem better than any other solution in the market - A product needs to be perceived as 10 times better than its competitors to get people to switch to it - Many startups fail because they don't hit this bar of perceived value - Teams need to ensure their product solves the problem better than any other solution in the market and is perceived as significantly better by their target audience.