Apr 20, 2025
The Never List
A great product strategy doesn't just come from what you might build. It comes from being just as clear on what you won't.
There are two lists every product team needs. One is obvious: the wishlist. Features you'd love to build one day. The shiny ones. The creative experiments. The nice-to-haves that make you dream.
The other list? The never list. Just as powerful, even more clarifying. Features you'll never build. Because they break your strategy. Dilute your brand. Creep into someone else's territory. Or solve problems you deliberately chose not to solve.
This list sets your guardrails. It keeps sales from selling ghosts. And it makes every yes sharper - because every no is clear.
Focus doesn't come from chasing every idea. It comes from knowing which ones to kill.
There are two lists every product team needs. One is obvious: the wishlist. Features you'd love to build one day. The shiny ones. The creative experiments. The nice-to-haves that make you dream.
The other list? The never list. Just as powerful, even more clarifying. Features you'll never build. Because they break your strategy. Dilute your brand. Creep into someone else's territory. Or solve problems you deliberately chose not to solve.
This list sets your guardrails. It keeps sales from selling ghosts. And it makes every yes sharper - because every no is clear.
Focus doesn't come from chasing every idea. It comes from knowing which ones to kill.
About Max Antonov
I’m Max, a father of two, Product Director & Product Coach from Sydney. I write about leadership, product management
and life.
Feel free to reach out: [email protected].
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