The Good News: Our brilliant audio engineers developed 12 incredibly cool features for our newest product lines! The Bad News: We can�t include them all. Now what? This talk shares how we used anchored MaxDiff, choice modeling, and elbow grease to identify feature subsets that balanced consumer reach with development constraints� and then dug deeper when the �best� solution raised more questions than it answered. The Result: An unexpected portfolio discovery, complete with musical montage!