Whenever we need to order the projects we’re going to do or features we're going to build, we often look at what we want to have first. And sort our list based on that. And there is always a good reason to build nice features.

This can work out fine, but here is an alternative: calculate the cost of delay. How much does it cost, per day/week/month, to not have a specific feature? How much more money will you lose by delaying something for two weeks instead of one?

By basically reversing the problem and getting a quantifiable number, you force yourself to think realistically about what a certain project, product or feature can bring in, or what it cost to not have a specific thing. With this information you can make a more informed decision on what to do next.