Navigating Value and Effort in Product Prioritization

Mark Gray is a product manager with nearly 12 years of experience across various roles in the UK and Europe. He has worked in both B2B and B2C sectors, progressing from delivery-focused product owner roles to more strategic product management and leadership positions.

His hot take? Product managers should stop defaulting to prioritisation through value divided by effort, which he argues can stifle innovation. Value and effort aren't unimportant, but they're just part of the puzzle. He believes the path to deciding what to build next should emerge from discussions with smart, diverse teams, focusing on the desired outcomes and business goals.

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