Prioritization
The phase where you select what to test next based on likelihood of success, resource intensity (time/money), and scalability.
Last updated: December 12, 2025
Definition
The phase where you select what to test next based on likelihood of success, resource intensity (time/money), and scalability.
More context
Prioritization is choosing the best next test given constraints. It trades off expected impact, probability, speed/cost, and scalability—so you don’t burn cycles on low-leverage work.
Why it matters
Great ideas are abundant; time and attention are scarce. Prioritization protects the cadence and learning rate.
How to use it
List hypotheses, score or discuss them using consistent criteria, pick 1–2 to test, and explicitly defer the rest.
Common pitfalls
Prioritizing based on loud opinions, or starting too many tests and finishing none.
Related terms
- Analysis — The first phase of the four-phase process: analyze the current situation and/or learnings from the previous cycle before forming hypotheses.
- Hypothesis — A specific, testable statement about what change could improve a KPI. In the process, you typically form 1–3 hypotheses per cycle.
- Bottleneck — The biggest constraint limiting growth right now. The growth team finds the bottleneck, solves it using the process, and then moves on to the next one.
- Testing cycle — A recurring cadence (often weekly or biweekly) where you run the four-phase process end-to-end and document learnings.