STRATEGY
Squeaky Wheel
When the loudest voice dictates your product focus
The loudest demands steal the show,
And set where the focus will go,
But the constant appeal,
From that one squeaky wheel,
Leaves real value buried below.
"The squeaky wheel gets the grease," as the saying goes. In product management, the loudest customer often gets more attention and influence over product priorities than they should. While listening to feedback is essential, allowing the most vocal voice to drive decisions can lead to misaligned priorities and a lack of strategic focus.
Symptoms
Over-prioritization of short-term demands. When the loudest customer dictates focus, product decisions are often based on immediate concerns rather than the long-term product vision. The result is a reactive approach, where attention shifts rapidly to whoever is making the most noise rather than what will provide the most value.
Ignoring silent but important needs. The quiet majority can have critical insights or pain points that go unnoticed if attention is given only to the most vocal. This can lead to neglecting core customer needs or features that don’t get a champion but are vital for product success.
Constantly changing priorities. If your team’s priorities frequently shift based on who makes the most noise rather than data and strategy, you may be catering to squeaky wheels.
One stakeholder dominates all conversations. When one customer consistently takes up all the space or has more influence over decisions than everyone else combined, it’s a clear indicator that you're dealing with a squeaky wheel.
Consequences
Resource drain on low-impact initiatives. The squeaky wheel may not always have the most important or valuable requests, but once their demands become the focus, resources are drained to address them. This can result in wasted effort on low-impact features or quick fixes that don’t move the product forward in a meaningful way.
Loss of strategic focus and vision drift. The team’s strategic goals are pushed to the background when the loudest voice gets all the attention. The roadmap can become cluttered with ad hoc features and quick fixes that don’t contribute to a cohesive vision.
Team misalignment and frustration. When the team feels like it is always reacting to the latest demand from a vocal person, they may become frustrated by the lack of consistent direction. This can lower morale and lead to confusion about the product's true objectives.
Neglect of long-term goals. If you find that your strategic goals are often put on hold in favor of quick wins or last-minute requests from vocal customers, it’s a sign that the loudest voice is dictating your focus.
Recommendations
Implement a prioritization framework. Use a structured framework like IDEAS to evaluate all requests based on their value and strategic alignment. This lets the team prioritize work objectively based on data rather than noise.
Gather broad feedback and validate needs. Make a point to gather feedback from a wide range of sources, not just the loudest voices. Validate requests against user data, market research, and long-term goals to ensure alignment with the product’s objectives and broader user needs.
Set clear product goals and communicate them. Establish clear product goals and ensure all stakeholders are aligned with them. A well-communicated vision and roadmap is a guidepost to evaluate new ideas and requests, keeping the team on track.
Create a space for controlled input and feedback. Establish regular forums or feedback sessions where both customers and internal stakeholders can contribute equally. Encourage quieter voices to share their perspectives and create a balanced environment that prevents any one person from dominating the conversation.
While the squeaky wheel may be hard to ignore, catering to the loudest customer at the expense of strategy can derail your product's progress and goals. By using data-driven prioritization frameworks, gathering diverse feedback, and aligning all voices with the product vision, you can make balanced decisions that drive meaningful impact and long-term success.
