In my latest post, I discussed how to build products people love using Jobs-to-be-Done, a theory that provides a framework to help uncover your customers' needs.

As product people, we're used to being bombarded with feature requests from different stakeholders like the sales team, partners, other teams within the organisation, or even our customers and users.

As a product person, I know there’s always an infinite number of requests and problems that my teams could be working on. These can come from users, or different stakeholders within the business and they’re usually mostly linked to something they want to unlock or move forward relating to their goals. But that doesn’t necessarily mean that we should action them, or that we will entertain them at all.

Over the course of your career you will have probably heard questions like “When will feature X be available?” or “What’s our plan to solve Y?”. You may have also spent hours in status meetings or steering committees reviewing feature specs. And justifying what your team is working on now, and what they were going to focus on in the upcoming months. You’ve probably tried some ways of having people ...

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