When you’re working in product, there’s generally no shortage of ideas. And that is a good thing. But it can sometimes be overwhelming to collect and qualify all these ideas to see which ones have the potential to add value to your product. So how do you filter all these ideas and prioritize what to pursue? I will try to provide a pragmatic, hands-on answer to that question with this article, through a process I refer to as “opportunity assessment.” But before we start, let's talk about some prerequisites and the basic process.

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