![]() The Product Strategy Stack is a system we can use for both planning and execution: Tops Down = Definition, Bottoms Up = Evaluation Given this relationship between the layers, Product Strategy serves a critical role-it is the connective tissue between the objectives of the company and the product delivery work of the product team. ![]() We cannot have product goals without knowing our product strategy. We cannot have a company strategy without knowing our company's mission. Put another way, each layer is a prerequisite for the successive layer. Importantly, each layer of the stack builds on the previous layer. Product Strategy is the Connective Tissue Execution becomes much easier when the strategy is clearly defined, communicated and connected to the company's mission and its day-to-day work. Gaps in strategy make it harder for teams to execute. In many cases, these execution issues are the symptom of gaps in strategic thinking. This problem not only affects prioritization but also manifests in other hard to diagnose ways: muddied UX, miscommunication within teams, lack of coordination across teams, diminishing returns, product-market fit saturation, and negative impact on team morale. It is impossible to make rigorous prioritization decisions when the guidance on how to do so is missing, unclear or disconnected from what you are trying to do. Too often, the terms "vision," "mission," "strategy," "goals," and "roadmap" get conflated into a jumbled mess - leaving product leaders without the context they need to focus their work on the difficult task of moving the company forward.ĭifficulty prioritizing is often a strategy issue, not an execution issue. The word "strategy" has been stretched to a point where it is almost devoid of meaning. Today, companies win or lose based on the quality of their products-and this puts enormous pressure on product teams to not just deliver products, but deliver products that drive the company's strategy.īut product strategy is often misunderstood. In the past, companies gained a strategic advantage by excelling in supply chains, logistics, manufacturing, and other operational capabilities. As software has eaten the world, product has become the most important lever for a company's success.
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