From request to need
A request suggests a solution. Research identifies the customer outcome and the context behind it.
Roadmap Prioritization
Your roadmap is full. What needs to go in now?
Compare customer requests, internal ideas, and product improvements before committing your team.
Use evidence to choose what to build first and explain what can wait.
For CPOs, product managers, product leaders and CTOs.
Every roadmap commitment consumes capacity.What deserves to enter the next delivery cycle?
How teams made their choices
- 500+Companies served by George Eich
- 650+Startups mentored through Startup SC
- 60+Startups supported through Cubo Itaú
Companies George Eich has worked with
- Techne
- Climoo
- PSA
- Ambev
- Evous
- Locates
Institutions and startup programs
- Sebrae
- ACATE
- MIDITEC
- Cubo Itaú
- Startup SC
Locates
While switching platforms, the team used customer needs to decide which features to include and which to defer.
EVOUS
The team used customer evidence to decide when to strengthen its core product and when to expand its offering.
“We gained a more strategic view of the product and were able to prioritize the roadmap and the company’s positioning.”Feedback shared with the Institute · English translation
George Eich InstituteDirection for the choice. Evidence for the decision.
500+companies advised by George Eich
10+ yearsof experience in strategy and execution
3 to 6 weeksreference for research and executive analysis, depending on scope
When priorities compete for capacity
New promises arrive. Earlier commitments are still unfinished.
A deal adds a feature. A customer escalates a request. Leadership introduces another initiative. The roadmap keeps growing, deadlines move and the team reorganizes its work. Being in the plan starts to mean being promised rather than being chosen.
Sales
“Can we promise this for next quarter?”
Product
“What should enter now?”
Technology
“Which commitment can leave the plan?”
Customers
“Where does our request stand?”
A roadmap cannot protect focus if every new request becomes a commitment. Leadership needs to choose what deserves capacity now and make clear what should wait.
The cost of priorities without a clear foundation
A roadmap without clear choices becomes a growing set of promises.
The risk is committing capital, people and technology to priorities that add effort and complexity without increasing the company's ability to create and capture value.
Delivery capacity overloaded
The team absorbs more commitments than it can sustain without displacing important work.
Dates repeatedly revised
Competing initiatives keep changing the sequence and expectations around delivery.
Product direction diluted
Urgent requests enter the plan without a sufficiently clear connection to relevant product value.
Support for your next decision
A clearer roadmap. A choice the team can act on.
The Study investigates the needs behind the options before priorities are ranked. The company and the Institute define the decision, customer groups and scope; findings inform resource allocation.
Relevance and ICAN
Quantitative selection shows who shares the priority; ICAN measures perceived fulfillment of the need.
Capacity and value
An updateable evidence base informs the roadmap. Feasibility, complexity and value-capture possibilities complete the assessment.
Help me prioritize our roadmap
Bring the decision your company needs to make.
Priorities with a clear foundation. Guidance for the next choice.
An executive interpretation that connects evidence to the decision your leadership needs to make. The deliverables reflect the agreed business context and scope.
Direction for the next roadmap choices
The opportunities and commitments that deserve the current delivery focus.
Evidence behind the sequence
Reasons supporting what should enter now or wait, and the assumptions still unresolved.
Guidance for existing commitments
What to preserve, review or remove before adding new work to the roadmap.
Specific deliverables are defined according to the decision and the agreed scope.
When to apply
Before the next round of decisions.
Set the next delivery cycle
When the next quarter has more candidate initiatives than available capacity.
Review promises to customers
When sales commitments repeatedly alter the delivery plan.
Decide before adding resources
When an overloaded roadmap raises questions about hiring or outsourcing.
Revisit the existing plan
When the roadmap has expanded but its connection to product priorities has weakened.
About roadmap prioritization.
What is roadmap prioritization?
It is the decision about what should enter the delivery plan now, what should wait and what should leave it. It connects relevant opportunities to current capacity before more commitments are made.
Does this require replacing our roadmap tool?
No. The focus is the choice of priorities rather than the software used to display or manage the roadmap. The engagement can use the company's existing context and information.
Can the work help with an already overloaded roadmap?
Yes. Existing commitments can be reviewed alongside new opportunities to guide what to preserve, defer, revise or remove from the current plan.
What does the company receive?
An executive interpretation connecting the evidence to the decision your leadership needs to make. Direction for the next roadmap choices: The opportunities and commitments that deserve the current delivery focus. Evidence behind the sequence: Reasons supporting what should enter now or wait, and the assumptions still unresolved. Guidance for existing commitments: What to preserve, review or remove before adding new work to the roadmap. Specific deliverables are defined according to the decision and the agreed scope.
How long does the engagement take?
The reference is 3 to 6 weeks for structured research and executive analysis, depending on the scope. Timing depends on the decision, access to information and participant availability. The first conversation helps assess the appropriate format.
What deserves a place in your next delivery cycle?
Tell us what is competing for your roadmap. We will assess how to help your leadership choose what enters now and what should wait.
Help me prioritize our roadmapRequest a conversation with the George Eich Institute.
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