The Purpose of Prototypes
Note: This is part of the product creator series of articles, based on the overview article, The Era of the Product Creator.  This series is intended for anyone that wants to create a successful product, whether or not the person has had professional training or experience in product management
- Source
- SVPG (Marty Cagan)
- Category
- Product Launch & Strategy
- Format
- Article
- Published
- September 12, 2025
Summary
This SVPG article addresses the fundamental challenge that most products fail not because they can't be built, but because teams fail to discover solutions worth building. The traditional cost-benefit equation for prototyping has dramatically shifted with new AI-powered prototyping tools like Lovable, Bolt, and Figma Make, making live-data prototypes faster and cheaper than ever before.
Cagan outlines a strategic approach centered on using prototypes to address four key product risks: value (customers will buy/use it), usability (users can figure it out), feasibility (team can build it), and viability (business model works). The key insight is that prototype fidelity should match the specific risk being tested - security officers need minimal visual fidelity, while legal teams may need high fidelity across all dimensions. The primary purpose is "building to learn" during discovery, not "building to earn" during delivery.
The article emphasizes that prototypes serve two purposes: discovering successful solutions through rapid iteration and testing, and communicating product details to engineering teams. However, teams must avoid confusing communication with the primary discovery purpose, as building without proper prototype testing leads to market failures.
**Key takeaways for PMs:** Master AI-powered prototyping tools as they become interview requirements at top companies. Match prototype fidelity to the specific risk you're testing rather than aiming for generic "high fidelity." Focus prototyping efforts on solution discovery before investing in product development, as this is where most products actually fail.