Virtually every product manager or product owner I worked with had this problem. There were multiple goals and all of them were "euqally important".<p>I started to explain that it's about risk management - the things we pick up first have higher chance to be completed on time, so I asked which ones would cause more trouble if they were delayed.<p>Sometimes that helped, sometimes it didn't. So these days what I say when I can't get clear priorities is this: if everything is equally important, then I'll choose what my team works on first, and I'll do it according to my criteria, which is what tasks do we find most interesting. Almost always the response then is "ok, wait, let me think and by tomorrow I'll send you the list ordered by priority".