Product Management Expert Highlights Four Key Risks for Better Product Decisions

A recent tweet from George Nurijanian, known as "George from 🕹prodmgmt.world," has drawn significant attention within the product management community by emphasizing a critical framework for assessing product development risks. The tweet, which quickly gained traction, urged "Every PM and designer should memorize this chart," referring to a framework that clarifies the distinctions between desirability, feasibility, viability, and usability.

"Every PM and designer should memorize this chart. It clears up the 4 product risks, and finally ends the confusion between desirability, feasibility, viability, and usability. Keep it close. It’s a cheat code for better product decisions. Thanks @tom_d_kerwin 🙏," Nurijanian stated in his social media post.

The framework highlighted by Nurijanian aligns with the "Four Big Risks" in product development, a concept widely discussed by industry leaders such as Marty Cagan of SVPG. These risks are defined as value (or desirability), usability, feasibility, and business viability. Understanding these distinct areas is crucial for teams to identify potential pitfalls early in the product lifecycle.

Tom Kerwin, credited in the tweet, is a recognized expert in product management, design, and innovation. As the author of "Innovation Tactics" and the creator of "Pivot Triggers," Kerwin's work focuses on equipping product teams with methodologies to make informed decisions and avoid investing in unpromising ideas. His expertise underscores the practical application of such risk assessment frameworks.

Desirability risk questions whether customers will genuinely want or use the product. Usability risk addresses whether users can effectively figure out how to use it. Feasibility risk assesses if the product can be built with available time, skills, and technology. Finally, business viability risk evaluates if the solution aligns with the company's broader business goals, including profitability, market fit, and legal compliance.

Nurijanian, through his platform prodmgmt.world, provides resources and frameworks aimed at assisting product managers in their daily decision-making processes. The widespread endorsement of this risk assessment chart by prominent figures in the product space suggests a growing emphasis on structured approaches to mitigate development challenges and enhance the likelihood of product success.