One more thing not in the article is that sometimes, leadership or whoever is responsible for the roadmap, can FAIL to do their due diligence and you can end up

One more thing not in the article is that sometimes, leadership or whoever is responsible for the roadmap, can FAIL to do their due diligence and you can end up a few months working on something meant to be "a great product" just to realize after it ships, that the customer just isn't buying it.