2020 Vision
Start by writing one feature each on large index cards. Shuffle the pile and put them face down. Take the first one from the top of the pile and put it on the wall. Take the next one and ask your customers if it is more or less important than the one on the wall. If it is more important, place it higher. If it is less important, put it lower. Repeat this process with all of your feature cards and you’ll develop 20/20 vision on what your market really wants!
Why It Works
While just about every customer knows chances are pretty good that they can’t have everything they want in a product, they also know that until you work with them to prioritize they have the upper hand in asking you for features. Perhaps more importantly, features of complex products are inter-related, and the product design and development team often faces a continuum of possible solutions that could meet customer needs. Asking your customers to prioritize a list of features without providing them the opportunity to explore design continuums or dependencies often results in misunderstanding. By facilitating discussions of feature priorities with several customers, you will give them the chance to explore design continuums and relationships that result in a better understanding of market needs.