In Product Management, we often discuss adopting a data-driven approach to decision making. Relying on metrics, user research, and other quantitative insights enables product managers to back up choices with hard evidence. However, data alone doesn’t paint the full picture. The most effective Product Managers also rely on their intuition to guide decision making.
Intuition is that ‘gut feeling’ that comes from deep expertise and tacit knowledge accumulated through experience. It’s the hunch that something is worth pursuing further or won’t resonate with users. Some view intuition as an artform or ‘sixth sense’ versus the science of data analysis. In reality, intuition and data complement each other.
The Role of Intuition in Product Management
In this post, we’ll explore how intuition can play a role across various aspects of Product Management, from strategic planning to product development and team leadership. Intuition helps Product Managers connect the dots when data is incomplete. It also plays an important role in driving innovation.
Let’s take a look at some of the many ways intuition can play an important role in product management…
Identifying promising ideas or opportunities.
Experienced Product Managers often have a “sixth sense” for spotting potential product ideas based on their deep understanding of customers, the market, and industry trends. This intuitive sense can help direct innovation efforts.
Making judgment calls with incomplete data.
Product Managers often have to make decisions quickly with limited information. Intuition developed from past experiences can guide choices when data is insufficient.
Sensing when a product or feature isn’t quite right.
Even when data looks good on paper, seasoned Product Managers may intuitively feel that something is missing or off with a product. Acting on this gut feel can lead to improvements.
Building team alignment.
Product Managers rely heavily on soft skills to inspire and align their teams. Trusting their intuition helps them motivate others and bring cohesion to diverse viewpoints.
Prioritizing features or tasks.
When faced with an overwhelming set of possible tasks, Product Managers can use their intuitive understanding of the product vision and customers to effectively prioritize.
Evaluating new technologies or solution approaches.
Product Managers often need to make calls on emerging technologies that have limited data available. Intuition developed from past experience can guide these assessments.
Anticipating customer needs or desires.
Using an intuitive sense of customers’ motivations and friction points can help Product Managers get ahead of latent needs not yet backed up by data.
Contributing to pricing strategies.
While data drives much of pricing, intuition around customer perceptions of value can fine-tune pricing models.
Estimating timelines or prioritizing resources.
Intuition about where teams may get stuck or how complex issues are can inform time estimates and resourcing priorities.
Identifying problems with user experience flows.
Experienced Product Managers often intuitively pick up on user experience issues before analytics data reveals gaps.
Creating simplicity amidst complexity.
Intuition guides Product Managers as they cut through complex problems to craft simple solutions.
Deciding when to persist or pivot.
When data is unclear, intuition can guide Product Managers on whether to continue iterating or abandon initiatives.
Spotting gaps in data or questioning results.
Product Managers rely on intuition to flag areas where data seems “off” and more investigation is needed.
Reading customers’ non-verbal cues.
Intuition helps Product Managers pick up on body language and other signals that quantitative data doesn’t reflect.
Determining “nice to have” versus “must have” features.
Intuition weighs heavily in prioritizing features based on their necessity and impact.
Intuition in Product Management: Conclusion
In a data-driven business environment, it can be tempting to view intuition as unimportant or irrelevant. However, experienced Product Managers know intuition is a critical asset that complements analytical decision making. They’ve learned to trust their gut feeling and act on hunches even when hard data is incomplete.
The most effective Product Managers use intuition and data in tandem. They rely on metrics and research to back up choices whenever possible. But they also know when to apply intuition gained from years of familiarity with customers, markets, and their products. This balanced approach leads to more well-rounded decisions.
Developing intuition takes time, but simple practices like regular reflection, cataloging past insights, and honing emotional intelligence can help. The gut feeling that comes with intuition is no crystal ball, but it offers an invaluable perspective. When used properly, intuition can push product innovation and growth as much as any dataset. In the art and science of product management, intuition deserves appreciation right alongside analytics.
