How do you make a business case for investing in a breakthrough product idea before building it?

The answer really depends on the size and scope of the idea. Making a case for a big idea is a mix of storytelling and hard facts. Here's my approach

1. Start with the Story: Describe the problem your breakthrough idea tackles. Paint a vivid picture of why it's a big deal—make it relatable, when possible tell it in the voice of a real customer. This step is key and often skipped, but it's the heart of your case. As you get further in the process, visualize this story with design mocks, trust me, this is time well spent

2. Size the problem: Use interviews, data, and market research to show how big the problem is. Highlight those pain points and how the idea uniquely addresses these needs

3. Value Proposition: Clearly outline the value the product will bring. How will it differentiate from existing solutions? How will it align with the company's strategic objectives? What unique benefits will it offer to customers? Quantify the benefit—more money, happy customers, or a bigger slice of the market..

4. Executive Summary: Summarize the entire business case in a concise and compelling manner on one page. I cannot tell you how many times people skip this necessary step, don't be that person.

After pulling the initial business case together, the work is still not done. As follow ups, you may ned financial projections, risk assessment, a prototype, a resource ask, project plan and more. Be prepared to put in the work.