An honest product manager is a ruthless one

Have you worked with someone who always stays late because “there’s just too much to do!” and they can’t seem to cram it all into the workday? For most people, it’s not hustle culture, it’s poor prioritization skills that leads to the never-ending in-pile. 

Great product managers never suffer from this problem – not because their workload is more manageable, but because they know the pile is never-ending, and thus have developed ruthlessly efficient prioritization skills.

Let’s acknowledge the truth of feature development – it’s not all going to get done, not ever (and it doesn’t need to!)  Once that reality sinks in, we can start having real conversations about what’s most important to do next, and what can go into the ‘nope’ pile.

It’s important to have a ‘nope’ pile, by the way – backlogs with a ‘future’ category full of half-justified features help no one, and erode the trust in the honesty of product managers. Either put it on the roadmap, or cut it – that’s the core of ruthless prioritization.

Ruthless prioritization is a crucial skill for product managers, helping them handle the complexities of product development and ensuring that the most important tasks get done efficiently. With limited time and resources, being able to figure out what needs immediate attention versus what can wait is essential. This skill isn’t just about making tough choices; it’s about making the right choices that align with the product and company’s overall goals and vision.

First off, ruthless prioritization helps manage limited resources effectively. In any product development cycle, resources like time, money, and people are finite. A product manager who prioritizes well can allocate these resources to tasks that offer the highest return on investment. This means focusing on features or improvements that will have the biggest impact on the product’s success, whether that’s enhancing user satisfaction, increasing market share, or driving revenue growth. By prioritizing efficiently, a product manager ensures that the team isn’t spread too thin across too many projects, which can dilute their impact and lead to burnout.

Second, ruthless prioritization helps maintain strategic focus. At the pace of modern product development, it’s easy to get distracted by the latest hype cycle or the loudest customer requests. However, not all ideas and demands fit with the product’s strategic goals. A product manager must evaluate each request and idea against the company’s long-term vision and objectives. This requires a clear understanding of what the product aims to achieve and the discipline to say no to initiatives that don’t support this vision. By doing so, the product manager keeps the team focused on the core objectives, ensuring their efforts are driving the product in the right direction.

Additionally, ruthless prioritization leads to better decision-making and accountability. In a role where numerous decisions need to be made daily, having a solid prioritization framework can streamline the decision-making process. It allows the product manager to make informed decisions quickly, based on a clear set of criteria that consider impact, feasibility, and alignment with strategic goals. This not only speeds up the process but also provides a clear rationale for why certain tasks are prioritized over others. This transparency is crucial for maintaining team morale and trust, as it ensures everyone understands the reasoning behind decisions and feels confident that their efforts are contributing to the most important goals.

And let’s not forget, prioritization is essential for delivering value to customers. In a competitive market, the ability to quickly respond to customer needs and deliver valuable features can be a significant differentiator. By ruthlessly prioritizing tasks that enhance the user experience and address key pain points, a product manager can ensure that the product remains relevant and competitive. This customer-centric approach not only drives customer satisfaction and loyalty but also positions the product as a leader in the market. And while a specific customer may not thank you for deferring their latest feature request, they’ll stick with you if your product decisions deliver value.

Lastly, ruthless prioritization is key in managing stakeholder expectations. Product managers often juggle the demands and expectations of various stakeholders, including executives, customers, and team members. By clearly communicating the priorities and the rationale behind them, a product manager can manage these expectations effectively, ensuring that stakeholders understand why certain tasks are prioritized and others are deferred. This helps build trust and fosters a collaborative environment where everyone is aligned toward the common goals.

So, as a product manager, don’t let the grindset push you into poor prioritization. Practice your decision-making skills continuously, and you’ll be amazed at how it enables effective resource management, maintains strategic focus, facilitates better decision-making, ensures value delivery to customers, and manages stakeholder expectations. 

In an ever-evolving and competitive landscape, the ability to prioritize ruthlessly sets successful product managers apart. It’s a skill that not only drives the success of the product but also defines the outcomes for your company.