Product Feature Prioritization —How to Align on the Right List

Many companies struggle with product feature prioritization. Existing frameworks lack the information needed to quantifiably assess the benefits of a feature. This leads to feature creep, products that are late to market, cost more than planned, or incorporate features that customers don't care about. To solve this problem, companies need a prioritized list of customer needs that reflect the criteria customers use to assess the value of the product. Outcome-Driven Innovation (ODI) is a prioritization process based on customer needs. ODI allows products teams to create an optimal product feature prioritization list and understand which solution will satisfy the most outcomes (customer needs). The ODI process starts by talking to users to quantify customer needs, which are then prioritized to create a winning product.