From the course: Growth Marketing Foundations

ICE for project and time management

From the course: Growth Marketing Foundations

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ICE for project and time management

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- Whenever you're managing a series of ideas for how to improve your growth, you need a way to figure out priorities. The approach that I like to use is called ICE, and it stands for impact, confidence, and ease. When you add these together, you get your ICE score. So you'll estimate the impact, the confidence, and ease on a scale of one to 10. You then generate that score and sort the ideas from highest to lowest. This way, you can quickly determine which of your objectives are a priority. So to get started, you first need your ideas. So generate your list and then begin ranking them. Start by looking at their impact. Now you have to use your gut and your intrinsic knowledge of your business and your metrics. You're asking yourself, how much of an improvement will this have? And how significantly could it contribute to our objective or North Star? If you score it one, it means very little impact. And 10, if it's going to be a game changer. Next, you need to indicate your confidence that its impact metric is as you've guessed. So how confident are you that this will have very little impact or be a game changer? Now I have a rule of thumb scale. Zero means it's strictly a hunch. Two is anecdotal. Four means you have market data to support this decision. Six would be hard evidence, maybe a competitor publishing a case study or somebody in the company indicating that this is true. And then eight plus is actual test data, a real customer study, an actual study, or any results from a previous experiment. From here, you're going to indicate the ease. How much time and effort will it take? Zero is incredibly difficult and 10 is effortless. So it's very, very easy. Then just add the values across to get your score and repeat the process until you have your list of priorities. Now this process will help you get out of choice paralysis and is a formulaic way to be decisive.

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