A very logical approach. Stick with it and keep doing great things!
April 16th, 2026 | by Bivo Co-Founder Carina Hamel
One of the questions we get a lot at Bivo is what’s next.
New sizes. New formats. Accessories. Different colors. Partnerships. Marketing ideas. New channels.
Almost every conversation around this includes some version of: “Have you thought about this?”
Most of the time, the answer is yes. We probably have.
And honestly, we love getting those ideas. It means people are paying attention. It means they care about what we’re building. Some of our best conversations, and some of our best decisions, have started that way (ie the LongShot suggested by my niece, Lucie).
What people don’t always see from the outside is how much of building a small product company is about what we like to call ruthless prioritization.
One of the questions we get a lot at Bivo is what’s next.
New sizes. New formats. Accessories. Different colors. Partnerships. Marketing ideas. New channels.
Almost every conversation around this includes some version of: “Have you thought about this?”
Most of the time, the answer is yes. We probably have.
And honestly, we love getting those ideas. It means people are paying attention. It means they care about what we’re building. Some of our best conversations, and some of our best decisions, have started that way (ie the LongShot suggested by my niece, Lucie).
What people don’t always see from the outside is how much of building a small product company is about what we like to call ruthless prioritization.
Pictured above: Early days at Bivo, testing and developing the first Bivo One.
Pictured above: Early days at Bivo, testing and developing the first Bivo One.
Every physical product takes real time. Real tooling, real testing, real inventory purchasing, real support. And once it exists, it becomes something we do need to focus on to support growth.
So deciding what not to build ends up being just as important as deciding what to build.
Especially as a small team, we can’t do everything at once, even when the ideas are good. Sometimes especiallywhen the ideas are good.
We talk a lot internally about staying focused. Not because we don’t want to grow, but because we want the growth to make the core product stronger instead of making the company noisier.
We came up with the term Ruthless Prioritization with our leadership coach, Mark Koenigsberg. It sounds a bit, well, ruthless. But it’s incredibly important and isn’t about saying no to opportunity. It’s about being honest about what we can do well right now.
It shows up everywhere: what we design, what we launch, what we postpone, what we revisit later and what we decide not to do at all. Focus isn’t a one-time decision. It’s something we come back to again and again. And it’s honestly super hard!
Because in a small company, every “yes” quietly reshapes what the company becomes.
And protecting that shape matters.
- Carina
Every physical product takes real time. Real tooling, real testing, real inventory purchasing, real support. And once it exists, it becomes something we do need to focus on to support growth.
So deciding what not to build ends up being just as important as deciding what to build.
Especially as a small team, we can’t do everything at once, even when the ideas are good. Sometimes especiallywhen the ideas are good.
We talk a lot internally about staying focused. Not because we don’t want to grow, but because we want the growth to make the core product stronger instead of making the company noisier.
We came up with the term Ruthless Prioritization with our leadership coach, Mark Koenigsberg. It sounds a bit, well, ruthless. But it’s incredibly important and isn’t about saying no to opportunity. It’s about being honest about what we can do well right now.
It shows up everywhere: what we design, what we launch, what we postpone, what we revisit later and what we decide not to do at all. Focus isn’t a one-time decision. It’s something we come back to again and again. And it’s honestly super hard!
Because in a small company, every “yes” quietly reshapes what the company becomes.
And protecting that shape matters.
- Carina
Eric Virkler
April 17, 2026
A very logical approach. Stick with it and keep doing great things!
Tammy Ringer
April 17, 2026
Nice for people to hear, most assume it’s an easy process to create something, fine tune it and bring it to market! I know all of you at Bivo are constantly listening to all the chatter your brains are saying 💦💦💦
Chuck Bourke
April 17, 2026
Like the term ‘ ruthless prioritization’
Needed in every day life as well