Estimates vs Appetite in Knowledge Work

I’ve struggled with estimates for years.

We’re asked “how long will this take?” as if we’re building something we’ve built before. But in product development we’re creating something new every time, within the constraints of our tech stack, frameworks, and past decisions.

Many teams are starting to talk about appetite instead of estimates. It changes everything about how we approach the work. Instead of “can we build exactly this?” we ask “what’s the best we can build in the time this is worth?”

To get to a meaningful appetite:

• Start by understanding the problem you want to solve
• Know why it matters now
• Be clear about desired outcomes
• Decide what investment makes sense

Then bring all of this context to your team. Let them understand not just the time box. But the why. Because an appetite isn’t a time constraint. It’s a value decision about how much of your company’s resources should focus on this solution.