tl;dr:Features can be bucketed into one of three. Metric movers, designed to make business goals happen. Customer requests and customer delight, making sure customer needs are focussed on.
tl;dr:(1) Fatal risks kill the company (2) Painful risks lose talent (3) Embarrassment risks have no repercussions. The 2nd & 3rd are reversible decisions & leaders should take more of them, communicating to teams what happens if they don't pan out beforehand. The article explains why.