AI has collapsed the cost of building. Prototypes take days, features take hours, and the question is no longer whether your team can ship something. It is whether that thing deserves to exist. Drawing on more than 30 years across Boeing, startups, Fortune 100 consulting, financial services, and AI, John shares what he has learned about product judgment, the skill that matters most when everything is possible. Expect honest stories of decisions that went right and wrong, and a practical way of thinking about which bets are worth making when building is no longer the hard part.