Build the solution that costs the least effort

By now, product teams understand the importance of user research. We know we need to talk to users, understand their problems, and avoid falling into the trap of “build it and they will come.”

But even with sound research and a solid understanding of the problem, solutioning can get clouded, especially in smaller teams. Time and budget are limited, and it’s not always clear which direction will deliver the most value. This often leads to more discussion, deeper analysis, and a sense of uncertainty around what to build.

In those moments, I fall back on a simple principle: when in doubt, aim to build the solution that costs the least effort. If the team can’t agree on which solution is best, shift the question to which one can be shipped the quickest. Get it into the users’ hands, and learn from their feedback.

Spending more time doesn’t guarantee better results. The only reliable path forward is learning, and the fastest way to learn is to ship.