ICE Scores for Product Prioritization

How to use ICE Scores for prioritization and product management

David Theil
9 min readMar 21, 2024


The difficulty is not having new ideas, but in escaping from the old ones. — John Maynard Keynes

If you want to hire great people and have them stay, you have to be run by ideas, not hierarchy. The best ideas have to win. — Steve Jobs

To me, ideas are worth nothing, unless executed. They are just a multiplier. Execution is worth millions. — Steve Jobs

These three quotes have one thing in common. They tell us that ideas are not everything and that prioritizing and implementing ideas is the key to success. But prioritizing and implementing ideas is no easy task. In the world of product management, we have two roles that are responsible for these complex tasks. On the one hand, the product owner is responsible for prioritizing the backlog. On the other hand, the development team is responsible for implementing and executing the ideas. Together, they bring the product ideas to life and ensure that the product is viable.