Intuition tells us that certain ideas are good, but using the impact matrix described in this article tells a very different story.

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Itamar Gilad

Introduces the Total Impact Matrix framework for evaluating product ideas based on value to customers and business. Most product ideas fail to deliver expected impact—A/B test data from companies like Microsoft, Netflix, and Booking.com show only 10-35% success rates. The matrix categorizes ideas into zones ranging from big wins to value detractors, revealing that predicting impact is harder than teams assume. The framework emphasizes investing in research and product discovery to improve odds of success, rather than relying on intuition and consensus-based prioritization.

The Total Impact Matrix