Priority Zero: Some Things are More Equal than Others
Summary
In this talk, the speaker draws on his extensive executive coaching and product leadership experience, including his time at All Clear ID, to highlight prioritization as a fundamental tool for innovation and effective decision-making in complex environments. He introduces the concept of prioritizing across horizon one (day-to-day business), horizon two (foundation for future growth), and horizon three (long-term innovation), explaining how balancing these enables organizations to scale without losing sight of transformational opportunities. He shares how he created a visual, iterative prioritization framework at All Clear ID by engaging stakeholders like Maria and Dennis Allison to cluster priorities into technical debt, feature development, process improvements, and innovation. Using this approach, the company secured crucial investment to rebuild organizational capabilities and scale sustainably. The speaker also offers practical advice for managing emotion at work and stresses that clear, optimistic communication and stakeholder alignment are vital for success.
Key Insights
-
•
Prioritization drives everything in innovation and organizational success, guiding what gets attention and resources.
-
•
Innovations vary from big eye changes like elevators to small eye improvements like nail clippers, each with systemic impact.
-
•
Viewing problems as design challenges helps tailor strategies according to their scope and solvability.
-
•
Balancing urgent and important tasks with important but not urgent long-term investments is critical.
-
•
The horizon model (1,2,3) helps organizations separate current operations, foundation building, and future innovation.
-
•
Iterative stakeholder engagement is essential to build a shared prioritization framework that reflects multiple perspectives.
-
•
Breaking priorities into clusters such as technical debt, defects, new features, and process automation clarifies focus areas.
-
•
Prioritization frameworks enable transparent reasoning behind choices, facilitating alignment and investment support.
-
•
Organizational scaling requires removing barriers and investing across horizons simultaneously to sustain growth.
-
•
Leadership attitude—being blunt yet optimistic—drives confidence and followership during transformational change.
Notable Quotes
"If we could do everything that was important, we would just do it."
"Priorities don't necessarily need to be in a list but even unspoken priorities drive the work that's getting done."
"I’ve become a subversive designer because I’m now considered a product leader using prioritization at the organizational level."
"The urgent and important stuff competes with the important but not urgent, and we have to sort that out."
"We talked to fifty people and started to see how the world was shaping up in terms of what we needed to do."
"You have to choose what you’re going to do in order to win—and implicitly what you’re not going to do."
"Horizon one investments are about running the business today, horizon two about reinforcing growth, horizon three about long-term bets."
"People will not sabotage what’s going on if they feel like they’ve been part of the process."
"Be blunt with people but be optimistic—your attitude is going to be the thing that drives success."
"We got the board to write a check bigger than they’d ever spent because we had clarity on priorities and investment needs."
Or choose a question:
More Videos
"Rapport building is slow and steady synthesis that leads to really big ideas."
Scott Jensen Sarah Delaney Carmen LiuShort Take #2: UX/Product Lessons from Your Industry Peers
December 6, 2022
"We want to bring our imaginations to building the worlds that we want."
Sarah BrooksTheme Three Intro
November 18, 2022
"Businesses are stripping down to skeleton crews and canceling anything that doesn't directly drive revenue."
Jon FukudaTheme One Intro
October 2, 2023
"If you feel uncomfortable or unsafe engaging in this community, we want to know about it."
Bria AlexanderOpening Remarks
March 29, 2023
"Sometimes, avoiding the conversation feels easier but can have bigger costs than facing it."
Joshua GravesWe Need To Talk: Navigating Conversations with Your Boss (Part 1 of 3)
April 14, 2025
"Tops was more than a grocery store; it was a bank, a pharmacy, and a community meeting place."
Kyria Stephens Marlon KernerPower to Heal: Civic Design in the Aftermath of Tragedy
November 17, 2022
"Kate Dixon proactively checked on me during COVID and even started a daily movement challenge to keep us connected and healthy."
Caitlyn Hampton Monica Lee Jina YoonCompass 101: Growing Your Career In A Startup World
June 11, 2021
"The Etsy postmortem is not about blame, it’s about open-ended discovery and learning to do better next time."
Louis RosenfeldDiscussion: What Operations can teach DesignOps
November 6, 2017
"Leadership often pressures teams to integrate AI without explaining why or how, which leads to confusion and frustration."
Rachel GarbExit Interview #7: Facing a blank slate in retirement when constraints are all you’ve ever known
August 5, 2026
