Does this sound familiar? Your sales, marketing, and R&D teams are all in the same room with the business unit head, discussing what to put in the roadmap. The sales team is sure it knows what customers want because it’s constantly talking to its customers about their most pressing needs. The marketing team has reams of ideas for leveraging the existing brand, perhaps by offering new versions, new flavors, new colors, or special offers. The R&D team is excited about the new features and benefits...