Hey James! Great to see you here! 
The way I think about it is mostly based on whether or not we want the type of customers the feature may bring.
For example, because we are a customer research platform, sometimes we have researchers in academia trying to use our product for their research, even though we can help to a certain extent we know that we don’t want to get into that segment because of a variety of reasons like pricing, the type fo features they need, etc, it is very easy for us to say, we hear you but we are not the right tool for you and we will not build the features you are requesting. I think it is a matter of vision and understanding where the product may be more successful. This is just one dimension of that thinking but generally speaking, if we are not helping the core target market deep enough we don’t build it.
Regarding communicating that to the team, we do a business catch up call every month with everybody and we discuss product strategy in-depth so this is an ongoing conversation, we don’t have surprises there 