Who This Helps
This is for growth marketers who are tired of spinning their wheels. If you have a list of ideas but no clear way to pick the winner, the Product Portfolio Strategy course gives you a system. It helps you size your bets and sequence your work so you can move channel metrics without the guesswork.
Mini Case
Imagine you have five potential growth experiments. You could just pick the one that sounds coolest, but that's a gamble. Instead, you map them on a simple one-page portfolio artifact. You quickly see that one bet has a high confidence score (8/10) and could impact 15% of your user base, while another is a moonshot with low confidence. Suddenly, the choice is clear. You focus on the high-confidence bet first and see a 12% lift in your target metric within three weeks. That's the power of a portfolio map.
Do This Now (5 Steps)
- Grab your list of potential experiments or projects.
- For each one, ask: What is the rough size of the potential impact? (Think: user reach, revenue shift).
- For each one, ask: What is our confidence level in achieving that impact? (Use a simple 1-10 scale).
- Plot them on a 2x2 grid: Impact (High/Low) vs. Confidence (High/Low).
- Your next priority lives in the High Impact, High Confidence quadrant. If nothing's there, look at High Impact, Medium Confidence and ask how to boost your confidence. This simple act turns a messy list into an executable sequence.
Avoid These Traps
- The Shiny Object Trap: Don't chase the newest tactic just because a competitor is doing it. Anchor to your own portfolio map.
- Analysis Paralysis: Don't spend two weeks perfecting your confidence score. A rough, thoughtful estimate today is better than a perfect number never.
- Ignoring Kill Criteria: If you start a test, define upfront what "failure" looks like. This is the portfolio guardrail that keeps you from throwing good money after bad.
- Forgetting the Cost: Always consider what each experiment costs in team time and resources. Focus on what exists and what it costs.
- Skipping the Review: Your portfolio isn't a one-and-done document. Set a quarterly review cadence to revisit and re-prioritize. Your future self will thank you.
Your Win by Friday
By this Friday, have one single page—your portfolio artifact—that shows your top 3 prioritized experiments with their rough sizing and confidence. Share it with one stakeholder to get alignment. You'll have a clear, defensible plan for where to focus your effort next. No more guesswork, just focused growth moves. You've got this!