Product managers: passionate visionaries, champions of progress, and...ruthless feature assassins? In the rush to build the best possible product, the line between passion and overzealousness can blur. That's when the most important "no" you might ever say is the one you whisper to yourself.
The allure of adding "just one more thing" is strong. A cool new configuration option, a fancy widget, a feature so niche it practically has its own zip code. Each seems small, but cumulatively, they become the feature creep monster, expanding schema changes, dev work, test data creation needs, and testing permutations…all of which devour deadlines, budgets, and user attention spans.
Saying no to yourself, then, is an act of courage, a mastery of restraint. It's about prioritizing ruthlessly, focusing on what truly matters, and saying goodbye to shiny distractions, no matter how alluring. As a people pleaser, it can be tough to say no. It's a foundational skill for product management and executive leadership alike.
Here's how to cultivate the art of "no" in your own product management practice:
1. Know your "why":
Before adding anything, ask yourself a fundamental question: why does this feature exist? Does it solve a real user problem? Does it align with your product vision? If the answer is a vague "it's kinda cool," hit the brakes. Remember, every feature should be a brushstroke in your masterpiece, not a random splatter of paint. As an executive, think about what KPI this is driving, how is this impacting the overall business objectives?
2. Embrace data, not daydreams:
Don't fall for the trap of "gut feeling" features. Find some way to back your decisions with data - not everything can have extensive user research or mature A/B testing, but can you call 2 or 3 of your product advisory board members and get their thoughts? Does the data actually support this new bell and whistle? Or is it just wishful thinking masquerading as innovation? Remember, data is your compass, not your enemy.
3. Befriend the MVP
Minimum Viable Products are your allies, not stepping stones. Launch with a core set of features that solve the core problem, then iterate based on user feedback. If you aren’t able to resist the urge to cram everything in at once, at least make sure to order delivery of features such that the items needed to meet customer commitments are upfront, that way as you get closer to the deadline, descoping is still an option. Remember, small victories lead to big wins, and a laser-focused MVP can be more impactful than a bloated behemoth.
4. Learn to love "later":
Not every good idea needs immediate action. Some features deserve to wait for the right time, the right resources, the right moment. Create a backlog of promising possibilities, but prioritize ruthlessly. Remember, "later" doesn't mean "never"; it just means timing is everything. Building a transparent process that allows stakeholders visibility into timing of delivery can go a long way to earning trust.
And remember, incrementalism is not the enemy and can work pretty darn well. Need an example? Look no further than the iPhone. The first version from back in 2007 launched with as a phone with email, a web browser, iTunes, a YouTube app and a Maps. Many of the functionalities we take for granted today, like the App Store, video recording, MMS, and copy-paste, were not initially included in the first iPhone and arrived later through software updates.
5. Embrace the power of "no":
Saying no to yourself isn't a failure; it's a strategic decision. Don't feel guilty about pruning the feature tree. Celebrate your restraint, your focus, your commitment to building a product that truly matters. Remember, sometimes the most powerful feature is the one you never built. For example, Slack consciously chose to not integrate with email, instead focusing on real-time conversations within Slack, reducing distractions and email overload. This helped establish Slack as a distinct tool for team collaboration, rather than just another email inbox.
So, product managers, raise your metaphorical swords of restraint! Let's slay the feature creep monster together, and remember, that saying no to yourself is saying yes to your users, your vision, and ultimately, the success of your product.