Prioritizing Value: Why Purpose and ROI Should Guide Every Decision

We’ve all been there—deep in the trenches of processes, frameworks, and daily routines, moving from one task to the next. It’s easy to lose sight of the bigger picture when we’re focused on making sure everything runs smoothly. But over the years, I’ve realized that the most important question we can ask ourselves isn’t about the process itself, but about why we’re doing what we’re doing. Without a clear sense of purpose or value, even the best-executed processes can lead us in circles.

This post is about shifting that focus: from checking boxes to creating impact. It’s about understanding the purpose behind our actions and making sure that every decision, every investment of time or resources, has a clear return on investment (ROI). It’s this clarity that has guided my work and helped me prioritize what truly matters.

1. Value as the North Star

In all the work I’ve been involved in—whether it’s in product management, agile development, or even coaching—I’ve come to see that value should be at the forefront of every decision. It’s easy to get lost in the details of “how” we do things, but the real question we should ask ourselves is, What problem are we solving? Does this action, feature, or meeting actually contribute to achieving our goals, or is it just keeping us busy?

For instance, in agile software development, we often talk about delivering incremental value. But what does that really mean? If we’re rolling out a new feature, is it actually improving the user experience or just adding to the noise? By shifting the focus to value—asking how each decision impacts the customer, the business, and the team—we can ensure that our work has meaning and purpose.

2. The Trap of Process Without Purpose

One thing I’ve seen time and again is how easy it is to fall into the trap of perfecting processes without considering whether they actually help us achieve our goals. I’ve been in countless meetings where we spend hours refining our processes or debating how to optimize workflows, but if the work itself isn’t leading to better outcomes, it’s just process for the sake of process.

I remember one project where the team spent an enormous amount of time trying to perfect their backlog grooming process. It looked great on paper, but in reality, they were spending more time refining the process than delivering anything of value. At some point, you have to ask: What are we really accomplishing here? Process is important, but it’s never the goal. The goal is delivering value—everything else is just a means to that end.

3. Why Invest?

Whether it’s time, money, or energy, every investment should be intentional. One thing that’s helped me shift my perspective is constantly asking, What will be the return on this investment? This doesn’t just apply to financial decisions—it applies to everything we do. Whether we’re investing in a new tool, a team initiative, or simply choosing how to spend our time, the question is: What are we getting back?

There’s been more than one occasion where I’ve had to stop and reconsider a decision because the ROI just didn’t add up. I remember one project where we were deciding whether to invest in a new project management tool. It sounded promising, but when I dug deeper, I realized that the ROI wasn’t clear—was it actually going to improve productivity or just add another layer of complexity? When you start thinking about investment through the lens of value and ROI, it becomes easier to make better decisions and avoid distractions.

4. Measuring ROI Beyond Revenue

I’ve come to realize that measuring ROI isn’t always about revenue—it’s about impact. What impact is this decision going to have on the team? The customer? The organization? In agile, we talk a lot about delivering value, but how do we measure it? For a UX team, value might be user retention. For a product team, it might be improving time-to-market or customer satisfaction. The key is to measure what matters.

I’ve learned that it’s critical to define what value looks like for each team and project. If we don’t know how to measure the return, we’re working blindly. Whether it’s delivering better customer outcomes, cutting down lead time, or creating a stronger team culture, we need to keep our eyes on the bigger picture. When the ROI is clear, it’s easier to align our efforts and resources.

5. Aligning Frameworks with Value

I’ve worked with teams who have treated frameworks like gospel—whether it’s Scrum, Kanban, or another methodology—and what I’ve found is that, when we become too rigid, we lose sight of what really matters: delivering value. It’s easy to get wrapped up in following the rules, but sometimes we need to break them to serve the bigger picture.

There’s nothing wrong with using frameworks—they can be incredibly helpful in creating structure—but they should be flexible. The real success comes when we use them to enhance outcomes, not constrain them. It’s about being confident enough to challenge the rules when they don’t serve the goal.

Conclusion: Focus on Impact, Not Process

The biggest lesson I’ve learned is that everything comes down to impact. Every decision we make, every tool we use, every process we follow—should all serve the goal of creating value. It’s easy to get distracted by perfecting our methods or ticking off tasks, but in the end, if it’s not delivering results, we need to rethink why we’re doing it.

I’d encourage you to take a look at your own work and ask yourself: Am I focused on delivering value, or am I just following a process for the sake of it? Sometimes, we need to break free from the safety net of rules and focus on what really matters: making an impact.

Let me know how you balance structure and creativity in your work. Have you had to push back against rigid processes to focus on value? I’d love to hear your thoughts and experiences in the comments.

Related books

“The Lean Startup” by Eric Ries
This book focuses on creating continuous value through iterative development and learning. It’s perfect for readers who want to prioritize value and ROI while avoiding rigid processes.

“Measure What Matters” by John Doerr
Based on the concept of OKRs (Objectives and Key Results), this book emphasizes how focusing on the right goals can drive value and improve outcomes, making it a great fit for your post’s focus on purpose and impact.

“Start with Why” by Simon Sinek
Sinek’s book stresses the importance of understanding the purpose behind what we do, which ties directly into your theme of focusing on the why to create meaningful value and impact.

“Radical Focus” by Christina Wodtke
This book helps teams and leaders focus on what matters most, encouraging them to break free from unnecessary processes and use OKRs to drive results.

“The Goal” by Eliyahu M. Goldratt
A classic on improving business outcomes by focusing on constraints and optimizing processes for value, rather than blindly following structures.

“Essentialism: The Disciplined Pursuit of Less” by Greg McKeown
This book aligns with your message of cutting out unnecessary processes and focusing only on what truly matters—creating value.