How to Select the Right Problem and Build a Roadmap Full of Good Ideas
In the world of product management, learning how to identify the right problem and executing well is a significant challenge. It’s not just about having a strategy; it’s about executing it with precision and having a deep understanding of your customer.
Introduction: Identify the Right Problem
As someone deeply entrenched in the product management field, I’ve journeyed through the process of identifying high-impact work and execution. It’s a difficult path filled with misconceptions, hope, and the constant quest for validation to build something meaningful. One of the behaviours that frustrate me most is when product teams, or product managers, don’t put in the effort to identify the right problem i.e the highest impact investments. I’m passionate about this topic because I’ve had the opportunity to build tools at customer-driven companies such as Hootsuite and Rightmove.
Today, I want to share insights into navigating this complex but essential process, ensuring that your roadmap is not just a collection of ideas but a carefully curated list of validated, high-impact problems waiting to be solved.
The Misconception of Equal Importance
One of the first myths that needs to be busted is that all features or problems are equally important. This couldn’t be further from the truth. The reality is that resources are limited, and spreading them too thinly across multiple features can lead to none being executed effectively. It’s crucial to focus on what truly matters, prioritizing features that significantly impact user satisfaction and strategic goals. This approach ensures a more efficient allocation of resources and keeps the team focused on high-impact areas.
The Trap of Customer Requests
Another common pitfall is prioritizing based solely on customer requests. While it might seem logical to solve every customer need, this approach can lead to feature bloat and a loss of strategic direction. Balancing customer feedback with the overall product strategy is essential, ensuring that each feature contributes significantly to the product’s success. Sometimes, this means making tough decisions and focusing on features that, while not requested by every customer, are strategically important.
The Illusion of the Perfect Framework
Many product managers fall into the trap of searching for the perfect prioritization framework, believing it will solve all their problems. However, the truth is that no one-size-fits-all solution exists. Prioritization frameworks should adapt to your specific context, considering the ever-changing business landscape and your product’s unique challenges. Embracing flexibility and simplicity in your prioritization process is crucial in navigating these challenges effectively.
One tool I’ve used with teams to prioritising the right problems and find extremely helpful is the confidence metre by Itamar Gilad. If you’ve got the time, here’s a longer video covering it in depth.
Building a Roadmap Full of Good Ideas
So, how do you ensure your roadmap is filled with good, validated ideas? The answer lies in a combination of pre-validation and post-validation techniques. From user research and prototyping to product analytics and A/B testing, these methods provide the evidence needed to build confidence in your ideas. It’s about moving beyond gut feelings and opinions, grounding your decisions in real customer data and market research. This approach not only enhances the quality of your roadmap but also increases the chances of your product’s success in the market.
I spent hundreds of hours with customers in the companies I’ve worked in. There is no compensation for deeply understanding your customers, the market, and competitors. What separates the best product people from the rest is this deep level of knowledge.
Conclusion: The Journey of Continuous Discovery
In conclusion, selecting the right problem and building a roadmap full of good ideas is a journey of continuous discovery. It requires busting myths, challenging misconceptions, and constantly seeking validation. As product managers, our role is to navigate this complex landscape with a clear focus, ensuring that every feature we prioritize and problem we choose to solve significantly impacts our product’s success.