Abstract Prioritisation is about choice, and in the context of species extinction, it is about choosing what investments to make to prevent extinctions as opposed to assessing extinction risk, identifying species that are doomed to extinction, or mapping components of biodiversity. Prioritised investments may focus on conservation activities aimed at species protection or management, but they may also seek to acquire new knowledge to resolve uncertainties. Two core components of prioritisation are a clearly stated objective and knowledge of what activities can be undertaken, acknowledging that there are likely to be dependencies between these activities. As the natural environment and society change, so will the enabling conditions for conservation, hence the need to be adaptable and proactive into the future.