Have one of your friends ever asked you some vague theoretical question like "Would you rather never be stuck in traffic again or never get another cold?" and you answered "It depends" but the friend says that you are evading the answer? But it really depends on the context of the situation: how often are you sick, how hard is a sickness for you, how often and how long do you commute... Talking about commuting, take, for example, the seemingly simple act of choosing a commuting route in a city like Copenhagen.
The beige line is me walking from the office, there are two bus stops where I can hop on the bus.
The blue line is the shortest route to the nearest bus stop.
The bus goes to the south, so blue bus stop is the opposite way of my destination and I will arrive home later.
Blue stop is the first on the bus route which means there will be fewer passengers on the bus and it's easier to get a good seat.
There are several colleagues who follow green route to the second bus stop so you can enjoy a nice chat while walking there.
Yellow route will take me through Tivoli park which I could enter for free with a yearly subscription and enjoy the views.
Which route is the most optimal? The answer depends on the context: are you walking alone, how many colleagues are walking the same way, do you carry a bag, is it raining outside, are you in a rush, have you already seen a new theme in the park? Each choice reflects a different priority: efficiency, social interaction, or aesthetic enjoyment.
Similarly, in product management, every decision we make—from feature prioritization to market entry strategy—is deeply rooted in the specific circumstances and needs of the moment. What works for one project may be completely inappropriate for another, depending on the context.
I keep preaching in my teams that context is essential for decision making and we need to reach that level of transparency in our communication where everyone understands the context of the situation.
In high-stakes industries like game development, the flow of information is crucial. Limiting noise—unnecessary or irrelevant information—can seem like a virtue, but too strict a filter might prevent details from reaching the team members who need them. The challenge lies in balancing clarity with completeness. Effective communication in this setting means making sure that everyone understands the full context of the situation.
This involves openly sharing important project details in accessible ways, such as public Slack channels or team meetings, instead of restricting them to private conversations. If you are overcommunicating, others will let you know but if some important piece of information will be missed, it might eventually lead to miscommunication and assumptions.
Encouraging a culture where questions are welcomed can enhance shared understanding, enabling team members to see through the lens of others and appreciate the versatile nature of each scenario. Ask questions (there are no right, wrong, or dumb questions), it helps to understand the context better and show all the participants the way you perceive things. It should not be one person in the team like the lead or PM who asks questions and helps to establish a shared understanding. In a perfect world it's a team effort.
Besides the crucial role in the process improvement, context also plays an important one in strategical desicision-making. This includes not only the immediate factors affecting a product's development, such as technological constraints or team dynamics but also broader market conditions, competitor activities, and consumer trends. A decision that seems beneficial in one context might harm the project in another if all the factors are not considered.
For example, a game development team might decide to push a product to market quickly to capitalize on a trending genre. However, if the market context shows high saturation or declining interest in that genre, this decision could lead to poor sales and wasted resources.
How do we achieve contextual understanding?
- Data-Driven Approach: Utilize data to understand consumer behavior, market trends, and product performance. This can serve as a solid foundation for understanding the broader context of product-related decisions.
- Cross-Functional Collaboration: Encourage frequent interaction between different departments (development, user research, marketing) to make sure decision-makers have an overview of the project landscape.
- User Feedback: Engage directly with your audience to gain insights into their needs and preferences.
- Share the Knowledge: Keep the team updated on the latest tools, technologies, and market trends to ensure that everyone's decision-making is informed by modern best practices.
In conclusion, context is not just another layer of complexity in product management - it is the be-all and end-all that can define the success or failure of a product.
By cultivating a deep shared understanding of the nuances of each situation, teams can navigate the landscape of product development with confidence and precision.
In a field where change is the only constant, adaptability backed up by understanding of the context the most reliable strategy.
