We always try to avoid the use of the term 'priority.' In fact, the word and all its derivatives are banned from the DigitalAgency.wales office. We find it to be counter-productive in meetings and conversations, especially with customers. I'd bet you've probably had similar experiences
"what are your priorities?" you ask, only to be told, "everything is a priority!"
We find it much easier to have conversations along the lines of, "what would like us to work on first?" or maybe, "what would you like to see first?" or even, "what order would you like us to work on things?"
We've never had anyone respond with, "work on everything at the same time!" it doesn't make sense, even though that's essentially what they're saying when they say, "everything is a priority!"