What are bets?
Bets are product initiatives that you track against customer evidence. When you decide to build something, you create a bet, linking it to the opportunities and signals that justify the decision.
Bets help you answer: "Did we solve the problem we set out to solve?"
Creating a bet
You can create a bet in two ways:
- From an opportunity - click Convert to bet on any open opportunity. The evidence carries over automatically.
- From the Bets page - click the + button to create a bet from scratch.
Every bet includes:
- A title describing the initiative
- A hypothesis stating what you believe will happen
- Optional metrics to measure the outcome
Bet lifecycle
Each bet moves through stages that reflect where you are in the process:
| Status | What it means |
|---|---|
| Exploring | You're validating the problem and designing a solution |
| Building | The team is actively working on it |
| Measuring | You've shipped and are tracking impact |
| Won | The bet paid off. The problem was solved |
| Partial | Some impact, but not everything you hoped for |
| Lost | The bet didn't solve the problem as expected |
You can update the status at any time from the bet detail page.
Bet tabs
Each bet has several tabs that help you manage the full lifecycle:
Overview
Shows the bet's title, hypothesis, metrics, and current status at a glance.
Signals
The signals and sources that led to this bet. This is your evidence trail. You can always trace back to the original customer conversations that justified this decision.
Execution
Plan and track the work. You can:
- Write a plan description
- Break the work into tasks
- Push tasks to Linear as issues (if Linear is connected)
- Track live status of Linear issues directly in ProductBet
- Use AI to generate an implementation plan based on the bet's context (and your codebase if GitHub is connected)
Marketing
Generate and edit marketing material for the bet:
- Headline and value proposition
- Key benefits and customer-facing description
- Suggested announcement channels
You can use AI to generate a draft or write it manually. Requires an AI provider to be configured.
Sales
Generate and edit sales enablement content:
- Elevator pitch for sales calls
- Problem/solution framing
- Talking points and objection handling
- Discovery questions to qualify prospects
Results
After shipping, record your measurements:
- Baseline and measured values for your metrics
- Confidence level
- Whether the bet was won, partial, or lost
Tips
- Link bets to specific opportunities so you always have clear justification
- Use the AI plan generator to get a head start on execution planning
- Push tasks to Linear to keep engineering aligned without switching tools
- Review results after shipping to close the feedback loop
- Use bets as a record of your product decisions over time. Every bet creates institutional memory