Minimizing risks can easily lead to avoiding decisions.

When building a product, it is common practice to involve colleagues in feedback sessions and brainstorming. This is, of course, an essential part of the creative process.

However, there is one major downside that is often overlooked — and one I repeatedly encounter:

Opinions can block decisions.

A colleague with a fresh, outside perspective can recognize an issue with your proposal that you overlooked. That is valuable. But if the critique is not accompanied by an alternative, it can easily bring the process to a halt.

Instead of refining the idea or coming back with a counterproposal, the feedback committee can push the idea back toward the status quo.

How to Benefit from Feedback Without Hindering Progress?

In my experience, the best approach is to invite people into an open feedback loop, while keeping decision-making ownership clearly defined.

So how do you facilitate such a process?

Assemble a group of people for feedback, but make decisions in groups of two.

Why?

You need a partner for a reality check. Two people can challenge each other's assumptions while still maintaining momentum and accountability. Once the decision-making group becomes larger, the tendency to seek consensus increases — and with it, the risk of pushing the decision back.

People who are not directly involved in the decision can provide valuable perspectives and reveal blind spots. But they don't necessarily have the full context or carry the responsibility of moving the idea forward.

The goal is not to find the perfect solution immediately.

Just take the next meaningful step.

The ideal solution will often emerge naturally down the line — if not immediately, then through the next few iterations.

Which Roles Should Be Involved in Which Decisions?

This will differ from product to product and depend on your team structure, but these can be useful starting points:

Product definition, features, and product scope
Product Manager (Owner) & UX Designer

Feasibility checks and time estimates
Product Manager (Owner) & Developers

Implementation & refinement
Developers & UX Designer

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