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How do you know if there is more Product Value to pursue?

Unrealized Value is a subjective perception, and so measuring it generally requires interviewing or surveying users about what they can currently achieve and what they would still like to, but cannot currently, achieve. Like measuring Current Value, measuring Unrealized Value often relies upon:

  • Observing people using the product to see how they are using it and what they are able to achieve using it, but also asking them what they would like to achieve but they cannot. Insights often come from watching people struggle with the product when trying to achieve some goal, or seeing them use the product in some unusual and unexpected ways to achieve some goal.
  • Asking people about their experiences and what they achieved, but also what they were not able to achieve through interviews. Surveys may provide some insights but lack a way to ask follow-up questions when answers differ from expectations.

For example, in the situation with Electric Vehicles (EV), through observation, we may notice that when someone is going to run errands in their neighborhood, they would elect to drive an EV. Whereas, when asked to drive a long distance, they choose to drive a gas car because they feel more secure about being able to drive the car a long distance. If they run low on fuel, gas stations are widely available. Alternatively, through surveys, we could learn that potential EV buyers would be more apt to purchase one if they could feel secure that they would not be stranded without energy to fuel their car. This could be approached in different ways - through more mileage per charge or more charging stations available.

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The objective of a Scrum Team is to deliver value to customers and stakeholders. Product Value actively drives customer satisfaction, loyalty, brand reputation, and the longevity of a business by providing customers with benefits that satisfy their needs.