Product Strategy

Beyond Products – Why Product Strategy is so Important

teams, vision

A strong product strategy is essential for delivering successful products that meet customer needs and drive business outcomes. Here are four reasons why it matters so much.

Set a Targeted Direction

A clear product strategy provides direction for product development and decision-making.

“The two most fundamental strategic choices are deciding where to play and how to win.”

Roger Martin
Product Strategy defines:
  • Target customers and key user needs
  • The product’s value proposition and competitive positioning
  • Strategic business objectives and KPIs
  • An aligned vision that guides what gets built

With strategy as a North Star, product efforts stay focused.

Drive Innovation & Key Investments

The right product strategy sets a platform for meaningful innovation. By identifying market gaps, emerging trends, and future needs, a strategy frames where to allocate resources for maximum R&D and innovation return.

It guides big bets, shaping the long-term roadmap. These major innovations propel competitiveness.

Creates priorities for the Product Roadmap

An intelligent strategy leads to efficient roadmaps, optimising for the highest business impact initiatives, given constraints. With priorities and strategic initiatives defined, roadmaps avoid waste and distraction.

Teams can sequence the roadmap with confidence, knowing that features ladder up to key objectives. Progress moves the needles that matter most.

Enable Stakeholder Alignment

Product strategy gives executives and stakeholders visibility into the path ahead. It outlines the vision, the WHY behind investments, and expected outcomes.

With strategy alignment across leadership, resources get secured. Initiatives receive sustained backing rather than wavering support.

The above reasons make product strategy indispensable for any company serious about building great products customers value. It keeps efforts grounded in purpose and business value. 

Our Experience with Product Teams

Bryter Work have supported product teams to understand market opportunities and create value hypotheses based on what is most important to their business strategy.  Following our unique approach, which develops knowledge through training core skills, uses workshops to solve real-world problems, and coaching to help product teams develop an entrepreneurial mindset, Product Teams working with us have been able to:

  • Carry out user research to rapidly identify areas of high opportunity,  and cancel work of low value that otherwise would have taken up valuable developer time and resources. 
  • Create value hypotheses and metrics that can be tracked across a portfolio of work.
  • Map their stakeholders and understand how to create communications that are appropriate to various groups, to leverage support and minimise friction.
  • Understand the risks and opportunities associated with releasing new products to the market, and actively manage these for product success.

Finally, if you’re wondering how to improve your strategy, take a look at our new SPARK program. Spark is the product capability accelerator that upskills in leadership, strategy AND delivery.

SPARK ignites your people’s talents to get them firing on all cylinders. And your customers go from meh to wow!

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