Step 2. Prioritize What to Do


Take care of your resources! You can achieve anything if you stop trying to do everything. Use ICE (Impact, Confidence, and Ease) scoring to determine what to work on first.

For every growth related task/experiment specify (from 1 to 10):

  • Impact – What will the impact be if this works?
  • Confidence – How confident am I that this will work?
  • Ease – What is the ease of implementation?

Let’s look at each of them in turn.

Impact: Suppose Tom has an idea on how to reduce the churn rate of his business. He assumes this hypothesis might reduce it from 30% to 20%. If successful - this impact is big enough to give his idea an 8.

Focus on quantitative metrics to determine the potential impact of your idea.

Confidence: Since Tom's idea looks promising, how sure are we that it won't fail? Try asking yourself - what is your confidence based on? Right answers might be: on some people who already implemented it successfully, because, we’ve previously conducted a similar experiment and it was successful, or it has a science-proven theory. In Tom’s case, he’s been driven by his gut and team endorsement only, which gives his idea the score of 3.

Ease: This section is all about the resources. If you’re working in a quite big company, and the idea requires a tight cooperation of engineering and marketing teams, needs officials approval, takes lots of time, etc., score it 1. But, if the idea can be implemented quickly and easily (for example, by the single member of the startup team), score it 10. This is what Tom with his technical and marketing background is going to do alone.

If you're still struggling either to implement ICE in your team or not, just remember all the times you've done something no one needs, spending lots of time and resources.

So screw it! Prioritize your ideas backlog and take on only high-scored tasks - GrowthBoard counts and shows the ICE Score for each of them.