Design the product with a customer focus
Starting with your value proposition, conceive and design the key elements of the product. Once you’ve done this you can scope and plan the build phase of the project.
Set out clear, simple principles that will guide every product decision you make. Ensure these principles are fully aligned with your customer proposition.
Understand the difference between what you think people want, what they ask for and what they actually need, then design accordingly. You are not your consumer, neither is your editor or CEO.
Prioritise features, then fix your budget and deadline against a variable scope.
Plan knowing you’ll launch without some of your ‘must have’ features. Better that than causing unnecessary and costly delay.