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MANAGING THE BUSINESS OF SOFTWARE

Focus on two priorities

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Most product managers, marketers, and developers have an infinite queue of things to be done. The challenge for many (including me) is to stay focused on the things that really matter. You can easily get distracted by the “noise” and miss the ideas that are vital.

Use a simple model for prioritizing.

Will the thing you’re doing (a feature, a meeting, a sales call, anything) increase the number of customers or increase product profit? Or both?

Obviously, features and activities that increase customer share and product profits are the goal. Things that do neither—that is, don’t increase the number of customers and don’t increase profits—should be rejected, shouldn’t they? Some items may not increase customer count but will decrease churn so those items count too.

Once you’ve rejected the low-value distractions, you’re likely to find you still have more items than resources. Use the quick prioritization technique to filter your ideas even further.

Prioritization is a key skill for product managers. Make it part of your product playbook.

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Focus on two priorities

Most product managers, marketers, and developers have an infinite queue of things to be done. The challenge for many (including me) is to stay focused on the things that really matter. You can easily get distracted by the “noise” and miss the ideas that are vital.

Use a simple model for prioritizing.

Will the thing you’re doing (a feature, a meeting, a sales call, anything) increase the number of customers or increase product profit? Or both?

Obviously, features and activities that increase customer share and product profits are the goal. Things that do neither—that is, don’t increase the number of customers and don’t increase profits—should be rejected, shouldn’t they? Some items may not increase customer count but will decrease churn so those items count too.

Once you’ve rejected the low-value distractions, you’re likely to find you still have more items than resources. Use the quick prioritization technique to filter your ideas even further.

Prioritization is a key skill for product managers. Make it part of your product playbook.