Main takeaways: -How to set clear objectives and align your team -Run discovery and focus on which problems to solve -Understand the 3 levels of prioritization (roadmap, idea backlog, development backlog) -Use a framework to foster discussion

1. The 4 Secrets of Prioritization
by airfocus Sr PMM
www.productschool.com

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5. Prioritization Frameworks
The secret to good product prioritization

6. A little
about me
Andrea Saez, Senior PMM  airfocus
● 10 yrs experience in product
management and support
● Product speaker + writer
● Helping organizations be more
outcome-focused

7. Andrea Saez
None of them.
Which is the best framework?

8. Andrea Saez
From Waterfall to Agile
Predictability is King

9. Andrea Saez
Small iterations Velocity of work
Agile Agility

10. Andrea Saez
RICE ICE WSJF SUP
Reach
Impact
Confidence
Effort
Impact
Confidence
Effort
Weighted
Shortest
Job
First
Shape Up
The Rise of the Acronyms

11. Andrea Saez
Frameworks tend to
be output focused
and assume you
have already run
discovery

12. Andrea Saez
Prioritization is not
a linear process

13. Andrea Saez
01
Roadmap
Always start with your
objectives.
● What are your objectives?
● What is the desired outcome for those
objectives?
● If achieved, what does success look
like?
Desired Outcome

14. Andrea Saez
Desired Outcome
Opportunity
Problem)
Opportunity(
Problem)
Opportunity
Problem)
Solution
Solution
Solution
Solution
Solution
Solution
Solution
Experiment
Experiment
Experiment
Experiment
Experiment
Experiment
Experiment
01
Roadmap
Always start with your
objectives.

15. Andrea Saez
Desired Outcome
Opportunity
Problem)
Opportunity(
Problem)
Opportunity
Problem)
Solution
Solution
Solution
Solution
Solution
Solution
Solution
Experiment
Experiment
Experiment
Experiment
Experiment
Experiment
Experiment
02
The Idea
Backlog
Test hypotheses
and experiments

16. Andrea Saez
03
The Development
Backlog
Understanding capacity
and output

17. Andrea Saez
So what are frameworks
good for anyway?

18. Andrea Saez
Frameworks help with comparison

19. Andrea Saez

20. Andrea Saez
Frameworks help you frame conversations

21. Andrea Saez
Frameworks are just inputs

22. Meet Luis
Director of Product @ Tori.fi
Framework of choice: WSJF

23. Director of Product @ Tori.fi
“I ask my team to use WSJF on a weekly basis, not
because the end score or inputs matter, only because
it gets them to think about a wider context of things.
Tunnel vision can often be a problem, and the
framework reminds them of any information they may
have missed, and thus helps them frame information
better.”
Luis

24. Meet Jen
Product Consultant
Framework of choice: Kano model

25. Product Consultant
“I love the Kano model for sorting out the relationship
between experience impact and expectations. I’ve
used it off and on for years and now find myself
turning back to it for a team that struggles to
convince the business partners that tech debt and
keeping the boring - but foundational- stuff working
needs to be considered in the same context as new
delighter features”
Jen

26. Meet Steve
CPO  Fiska
Framework of choice: ICE

27. CPO  Fiska
“I use ICE but it needs to be augmented for all the
other business variables that it is not meant to
include. Skillset/Engineering capacity at a given time,
cost of opportunity, strategic/ reputational impact of
doing something earlier, etc. All depends on the
maturity of the business and ecosystem.”
Steve

28. Andrea Saez
● Product maturity
● Product growth
● Product industry
● Product context
Don’t tie yourself to one framework

29. Andrea Saez
Find problems to solve
Problems
Run discovery to reach
an outcome
Experiment
Build, measure, learn,
repeat
Learn and Discuss
Align your team
Objectives
Focus on outcomes

30. “If leaders are not willing or
able to make the right choices
to focus on objectives and
outcomes before prioritizing at
random, then the product
strategy is doomed from the
start.” Marty Cagan

31. Thanks!
Do you have any questions?
Twitter: @dreasaez
Want to know everything about prioritization? Read our
Mastering prioritization guide. It covers tips, best
practices, prioritization frameworks and a lot more.
All you need to know to make the right decisions.
Scan the QR code to get started!

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