Software development may be a foreign country to the rest of the business, but we can still be a trusted part of their empire.

To do so, we have to take accountability, rather than allowing it to be forced upon us. Rather than falling into the habit of delivering X features on Y date, we can be accountable for what really matters: results, just like our colleagues in sales, marketing, and other parts of the business. And the results we create are new opportunities. Enabling more prospects. New partners. More leads. Better retention.

Product bets allow us to be accountable for the estimated value of those results. So far, they’ve been working for me. I hope they work for you, too.