Definition

An item of value:

• Actual: Immediately contributing to growth.
• Potential: Unlocked by sales and marketing efforts.

Core Principles

• Test hypothesized value conversion to actual (fast feedback).
• Measure to validate/reject hypothesis.
• Discontinue when items show no perceived value.

Characteristics

• Measurable
• Valuable

Successful Outcomes

• Hypothesis validated: Actual value realized (growth).
• Hypothesis rejected: Lessons learned (pivot or abandon).