Risk 1: Value risk, is the hardest and most important one to address
The most important, and most difficult, risk to address is Risk 1, Value risk. Customers will almost always already have a way to solve their problem, and you're trying to improve on that solution. But your solution has to compete with the best alternative solution anybody else has ever come up with. You can't simply do as well as the best alternative in terms of value and price, you have to do significantly better to get a customer to switch.