产品经理的42个原则-原则23:Make Sure You Have Clear Priorities:确保你有清晰的优先级!

We’ve all seen PRDs that list ten (or more) “high priority” product features. What are feature lists like this really saying? They’re really saying, “We weren’t sure about our priorities,” or, “Nobody made the tough calls about which features were really most important.”

我们都见过列出10(或更多)“高优先级产品特征的prd。像这样的特征列表到底说明了什么?他们实际上是在说,我们不确定我们的优先级,或者,没有人对哪些特征是最重要的做出强硬的决定。

Why Are Clear Priorities Important?

清晰的优先级为什么是重要的?

There are always more product ideas than there are resources to implement them. To maximize a company’s business results and chances of success, it needs to have a clear point of view about what’s most important. When there are ten “high priority” features, how does engineering know which one to start working on first? How does the rest of the team know which one engineering is going to work on first?

在落实它们上,总是有更多的产品创意而不是资源。为了最大化公司的经营成果和成功的机会,它需要对什么是最重要的有一个清晰的观点。当有10高优先级特征时,工程师门如何知道应该先开始开发哪一个呢?团队的其他成员如何知道一个工程师首先要从哪来开始?

Different stakeholders can look at a list of ten high priority features and mistakenly expect that their top item will get launched soon, especially when engineering only has the resources to work on one or two items at a time. In contrast, having clear priorities ensures that everyone in the company is clear on what is going to get done in what order.

不同的利益相关者可以查看一个包含10个高优先级特征的列表,并错误地期望他们的首要事务将很快启动,特别是当工程师每次只拥有一两个项目的资源时。相比之下,有明确的优先级可以确保公司里的每个人都清楚按照什么样的顺序做什么。

The lack of clear priorities is often a symptom of one or more problems:

缺乏明确的优先级往往会出现一个或多个问题症状:

The team doesn’t have a clear point of view about what is most important to its success or to its customers.

团队对于什么对他们的成功或哪些是客户最重要的没有一个清晰的观点。

People on the team have clear opinions about what’s most important but can’t agree.

团队里的人对什么是最重要的有明确的意见,但不能达成一致。

Nobody is empowered to make tough product decisions.

没有人被授权做出艰难的产品决策。

The team lacks the right processes or tools.

团队缺乏正确的流程或工具。

The first three problems are all rooted in the company culture, and that can be hard to change, so I’ll share advice on how product managers can improve on the final problem.

前三个问题都根植于公司文化,很难改变,所以我将分享关于产品经理如何改进最终问题的建议。

Make a List

做一个列表

The first step is to create a prioritized feature list. Each feature should be listed as a separate item on its own row. You should assign a priority level to each feature such as “high,” “medium,” and “low.” However, it’s also important to individually rank-order the features within each priority level. Within the “high” features, decide which one is #1, which is #2, and so on. You can use shorthand labels like “H-1,” “H-2,” “M-1,” “M-2,” “L-1,” “L-2.” Your list should always be sorted by that rank-order priority. If you’re not empowered to determine the rank-order priority yourself, then facilitate the process to do so with the key stakeholders. Once you have a prioritized list, it makes your life a lot easier when the time comes to make tough trade-offs. For example, the next time someone comes to you with a new “top priority” idea, just whip out the list and ask them to tell you which “lower priority” items can afford to get bumped.

第一步是创建优先级的特征列表。每个特征都应该作为单独的项列在自己的行上。您应该为每个特征指定一个优先级级别,例如“高”、“中”和“低”。然而,在每个优先级内对特征进行单独的排序也是很重要的。在“高”特性中,确定哪个是#1,哪个是#2,等等。您可以使用速记标签,如:“H-1,” “H-2,” “M-1,” “M-2,” “L-1,” “L-2.”。你的列表应该总是按照优先级的等次顺序排序。如果您没有权力自己决定优先级顺序,那么可以与关键利益相关者一起促进这个过程。一旦你有了一个优先考虑的清单,当需要做出艰难权衡时,它会让你的生活轻松很多。例如,下次有人带着一个新的优先级最高的想法来找你的时候,你只需拿出清单,让他们告诉你哪些优先级较低的东西可以被排除掉。

Share the List and Keep It Updated

分享列表并保持更新

The prioritized feature list should be easily accessible by everyone so that the entire team is on the same page. Just because the list has precise priorities doesn’t mean it has to be rigid; it should be updated real-time as new features come up and priorities change. A “live” web-based list works much better than sending revised lists by email over and over. Don’t let your tracking tools get in the way, just keep it simple: Google spreadsheets or wikis work great.

优先级的特征列表应该是每个人都可以轻松访问的,这样整个团队就可以在同一个页面上了。仅仅因为清单有明确的优先顺序并不意味着它必须是固化的;随着新特征的出现和优先级的改变,它应该实时更新。基于网络的实时列表比通过电子邮件一遍又一遍地发送修改过的列表要好得多。不要让你的跟踪工具妨碍你的工作,只要保持简单就好:谷歌电子表格或wiki非常好用。

Be Water, My Friend”

“像水一样吧,我的朋友”

A team with rank-ordered priorities in place can react more quickly when changes arise. The best product teams are crystal clear about their priorities at every point in time and are adept at quickly changing their priorities when they need to. So when it comes to product priorities, as Bruce Lee said, “Be water, my friend”: clear and agile.

一个有等次顺序优先级的团队可以在发生变化时更快地做出反应。最好的产品团队在任何时候都非常清楚他们的优先级,并且善于在需要的时候快速改变他们的优先级。所以当谈到产品的优先级时,就像李小龙说的,“做水,我的朋友”:清晰敏捷。



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