May 15, 2026
There are two lists. One of them gets all the attention. The wishlist is the obvious one.
Every team has one and it tends to grow on its own without any editing, picking up ideas from roadmap conversations and customer calls and that one thing the CEO mentioned once (or ten times).
The other one most teams never write down. It's the 'never' list (call it what you want). It is a deliberate record of things that have been looked at and decided are not worth building or even spending time discovering.
Without it, the roadmap fills up the way a garage does, one reasonable and useful thing at a time. Eventually you look at it and say "WTF happened here" but can't quite explain how it got to be this shape.
Someone always remembers why that feature got killed two years ago. The problem is it's usually just one person, and they won't be around forever.
Every roadmap reflects a set of choices. The 'never' list is just the ones you made on purpose.
Keep reading
Bad strategy documents aren't your fault. You join a new team. You're handed a 30-pager full of buzzwords, abstract goals and empty phrases. You read it. You re...
A strategy isn't about looking smart. It's about making sure everyone understands it. Clarity beats complexity in any organisation. A strategy packed with jargo...
A strategy document should guide, not confuse. The purpose of strategy is to align and direct an organisation toward shared goals. When it's overly complicated,...
Best posts on product, strategy and AI. One email a month.
