Execution is Cheap. Coordination is Expensive.

For years, product teams have been structured around managing four core risks: desirability, usability, feasibility, and viability. We decomposed these risks across roles; product managers to define value, designers to ensure quality, engineers to deliver solutions, and leaders to manage trade-offs.
That model worked when execution was the bottleneck.
But AI has fundamentally changed the cost of building. Prototyping, designing, and developing are faster and more accessible than ever. The four risks haven’t disappeared, but they’ve become easier to address in isolation, and harder to align across.
The result is a new constraint: coordination.

• In this talk, Rory Madden explores how each of the four risks is evolving in the age of AI, why the systems we built to manage them are now holding us back, and what high-performing teams are doing differently.
• Because the teams that win won’t be the ones with the most AI.
• They’ll be the ones that removed the most coordination.