Your product sales behind competitors; which key value areas would give the best insights into next steps?

• A. Current Value and Realized Value
• B. Unrealized Value and Ability to Innovate
• C. Potential Value and Current Value
• D. Current Value and Unrealized Value

Answer: (D)

Understanding both what customers get today and the untapped potential guides smart next steps. Current Value shows the benefits customers are actually experiencing right now, while Unrealized Value identifies opportunities that haven’t been realized yet—needs, gaps, or features that could unlock more value if addressed. When you’re behind competitors, this combination lets you decide what to preserve and improve in the present offering, and where to invest to capture new value and close the gap.

Other pairings miss one side: focusing only on what’s delivered ignores growth opportunities, and focusing only on potential without grounding it in current performance can lead to chasing ideas that don’t yet meet real customer needs. So pairing Current Value with Unrealized Value gives the clearest, most actionable view for prioritizing the backlog and shaping the roadmap.