This talk is about the often unspoken dissonance which exists in product management where we simultaneously want to both embrace and avoid effort – the “effort dilemma”.
Effort is considered a cost when prioritising initiatives, but we also know that large effort is required to achieve anything really worthwhile when it comes to products, or life in general.
I introduce a technique for addressing this dilemma in product prioritisation, allowing us to embrace both the large and small. Asking the question “what if” – and applying it to popular prioritisation methods in order to model various scenarios in which the world might play out – encourages creative and deeper thinking about the paths to market for our competing opportunities, and helps us gain confidence in the prioritisation decisions we are making (i.e. that we are “building the right thing”).