O cliente pediu.
Does that make it a priority?
Understand the difference between a requested feature and the outcome customers need to achieve.
George Eich Institute · Formação executiva
Learn roadmap prioritization.
Does your roadmap have more requests than your team can deliver?
Aprenda a decidir what moves forward, what waits and what gets removed roadmap prioritization based on relevant needs, evidence, feasibility and the potential to create and capture value.
Four hours of immersionLive and onlinePractical exercises
- Now
- Reduzir a configuração manual de contas.
- Validate
- Investigar a demanda por relatórios personalizados.
- Defer
- Revisit the visual redesign next cycle.
How these teams made their decisions
- 500+Companies served by George Eich
- 650+Startups mentored through Startup SC
- 60+Startups supported through Cubo Itaú
Companies served by George Eich
- 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.
“The method made all the difference in how we understood and applied the concepts.”Feedback shared with the Institute · English translation
04 HORASConteúdo e exercícios aplicados
05 ETAPASDa necessidade à decisão
PRODUCT & TECHCPO, PM, PO, CTO e lideranças
A mudança de perspectiva
Shipping more does not guarantee gerar mais valor.
The problem is not a lack of candidate features. It is the competition for capacity among requests, urgent demands and ideas without knowing which needs really justify building and maintaining a solution.
O cliente pediu.
É urgente.
But for how many customers?
Assess relevance across customers, revenue represented and perceived fulfillment using ICAN.
Podemos entregar.
Mas deveríamos?
Connect customer benefits to value capture, costs and the ongoing complexity involved.
80.32%THE NEED GAP 2026 · DADO DA AMOSTRA
Evidence to challenge the roadmap
A genuine need may still not justify a broad priority.
In The Need Gap 2026, 80.32% of the 1,423 needs analyzed were not prioritized by 30% of participants within their respective customer bases. The research included data from 59 companies.
Source: George Eich Institute, The Need Gap 2026. Sample: 59 companies and 1,423 needs. Implication: validate relevance before committing resources.
Need-Based Roadmap · Modelo proprietário
Da necessidade à decisão. Com fundamento.
The course introduces George Eich's decision approach to roadmaps. Explore the five steps to understand how each contributes to prioritization.
First, understand the underlying need.
A feature request is a proposed solution. The decision starts with the outcome a customer group wants to achieve and why it matters.
A framework for thinking, not a substitute for research or economic analysis.Conhecer o programa do curso ↓
Conteúdo programático
Four hours to rethink how you choose.
From identifying needs to deciding the next cycle. Applied concepts, critical analysis and a workshop exercise involving competing opportunities.
4H7 blocos de aprendizagem
1 intervalo de 10 minutos
1 intervalo de 10 minutos
The roadmap paradox
00:00–00:20 · 20 min
The roadmap paradox
00:00–00:20 · 20 minWhy do roadmaps accumulate requests? Separate urgency, internal pressure and evidence before committing development capacity.
Needs before features
00:20–00:55 · 35 min
Needs before features
00:20–00:55 · 35 minSeparate the requested solution from the outcome the customer wants to achieve. Introduction to Jobs to Be Done and shared relevance.
Evidence, relevance and ICAN
00:55–01:35 · 40 min
Evidence, relevance and ICAN
00:55–01:35 · 40 minInterpret the share of customers prioritizing a need, the revenue they represent and their perceived fulfillment. Discuss data biases and limitations.
Applied prioritization lab
01:35–02:15 · 40 min
Applied prioritization lab
01:35–02:15 · 40 minWork on a B2B SaaS roadmap case. Record what moves forward, needs validation, waits or is removed, and explain the decision.
Break
02:15–02:25 · 10 min
Break
02:15–02:25 · 10 minPausa de dez minutos.
Value horizons
02:25–03:00 · 35 min
Value horizons
02:25–03:00 · 35 minDistinguish Core, Expansion and Innovation, and examine how horizon, uncertainty and capacity affect your choices.
From value to ROI
03:00–03:35 · 35 min
From value to ROI
03:00–03:35 · 35 minConnect relevant needs, customer value creation, economic value capture, feasibility and sustainable complexity.
Your next roadmap
03:35–04:00 · 25 min
Your next roadmap
03:35–04:00 · 25 minApply this reasoning to a product decision and identify what evidence is required before approving new deliveries.
Practical exercises
Leave with a repeatable process. And better questions.
The workshop helps you recognize when enough information exists to move forward and when the better next step is to gather evidence.
Prioritization framework
A repeatable way to compare roadmap opportunities.
Evidence map
Questions to identify existing data, assumptions and gaps.
Applied exercise
Escolhas fundamentadas em um caso com demandas concorrentes.
Decision record
Criteria to explain why something moves forward, waits, requires validation or is removed.
The course develops the reasoning needed to prioritize and identify missing evidence. The exercise is educational; it does not produce your company's actual customer research or complete roadmap. The Study is a separate engagement.
Who leads the workshop
George Eich
“Nem a execução perfeita corrige uma prioridade errada.”
Pesquisador e fundador do George Eich Institute, criador da disciplina Need-Based Decision Science e da métrica ICAN. His approach structures strategic decisions around relevant customer and market needs.
Em 2014, fundou a CoBlue, an early advocate of OKRs in Latin America. His experience connects priorities to value creation and execution across businesses of different sizes and startups.
Quero participar da próxima turma ↓650+Startups mentoradas no Startup SC / SEBRAE desde 2016
500+Companies advised
10+Years of the method applied in the field
BR · USAtuação no Brasil e nos Estados Unidos
What participants say
O que ouvimos de quem já participou.
Feedback from past workshops and experiences with the methodology. Beyond concepts, the goal is to bring evidence into real product decisions.
“We gained a more strategic view of the product and were able to prioritize the roadmap and the company’s positioning.”
“The workshop was extremely structured, with clear examples fully aligned with our needs.”
“I realized how much bias we had introduced into our strategy, overlooking [...] what customers actually wanted.”
View more feedback
“Understanding how my customers see our solution and their specific needs.”
“To this day, the best methodology and tools I have seen for understanding innovation from the customer's perspective.”
“The method made all the difference in how we understood and applied the concepts.”
“Foi incrível! A abordagem prática, com teoria na prática, foi sensacional.”
“A ferramenta utilizada realmente ajudou na execução da atividade.”
“Conseguimos identificar novas frentes de crescimento.”
Excerpts from feedback received without attribution to individual names. These refer to earlier experiences with the method, not verified testimonials for this specific course edition.
Who it is for
Who decides where to invest capacidade.
This is not a programming or sprint-management course. It is designed for people who need to turn context and data into product decisions.
CPO
Define direction and support portfolio choices.
PM / PO
Negotiate priorities with customers and stakeholders.
CTO
Conectar capacidade, viabilidade e valor.
Founder / CEO
Direct resources toward the most relevant opportunities.
Frequently asked questions
What you need saber.
Straightforward information about the format, method and what to expect from the workshop.
What is evidence-based roadmap prioritization?
Evidence-based roadmap prioritization is deciding what to build, investigate, defer or remove based on relevant needs, their reach across customers, perceived fulfillment, value creation and capture, costs and feasibility.
Who is the Roadmap Prioritization Course for?
For CPOs, Product Managers, Product Owners, CTOs, product and technology leaders, founders and people involved in allocating development capacity.
How long is the course, and what is the format?
A four-hour live online workshop with practical activities and a break. Companies may also request a private cohort.
Preciso conhecer o ICAN ou a Need-Based Decision Science?
No. The course explains essential concepts including customer needs, shared relevance and ICAN and demonstrates how to apply them critically to prioritization.
Will I leave with my company's full roadmap?
You will leave with a decision process, exercises and a map of missing evidence. Completing a real roadmap may require customer research, technical estimates, financial analysis and additional strategic work.
How does ICAN work within the model?
ICAN measures perceived fulfillment of a need. It is interpreted alongside the need's importance to the customer base and other factors; a low ICAN score alone does not automatically justify investment.
Is a date or registration price confirmed?
Next cohorts are being organized. Request a conversation about dates, terms and availability.
Does the course replace the Institute's prioritization service?
No. The course develops the ability to recognize opportunities and information gaps. The service applies research and analysis to a company's context to guide real roadmap decisions.
Your team knows what it can deliver. Sabe o que deveria priorizar?
Explore a model that puts relevant needs, evidence and value creation ahead of development commitments.
Quero participar da próxima turma ↓Private cohort for my company ↓Consulte datas, condições e disponibilidade com nossa equipe.
NEXT DECISION
Request course information
Briefly describe the decision, investment or challenge you need to assess. We will follow up to understand your needs and agree on an appropriate scope.
