When faced with competing priorities, the decision-making process should be guided by the overall product strategy and the impact each option will have on achieving the desired outcomes. First, it's important to understand the urgency and severity of each issue. If the bug is causing significant problems for customers, it may need to take priority over the new feature. On the other hand, if the new feature is critical for meeting business objectives, it may be necessary to delay the bug fix. Next, consider the impact on the user experience. Will fixing the bug improve the overall user experience? Will implementing the new feature have a positive impact on user engagement and retention? It's also important to take into account the resources available, including the engineering team's bandwidth and the expected timeline for each project. Ultimately, the decision should be made based on what will have the greatest impact on the product's success, taking into account the short and long-term implications of each option. Communication with both the engineering and sales teams is crucial in order to ensure understanding and alignment on the decision.