The 3-Step Product Strategy


Step 1: Product Planning

Focus is where you define the market segments that are most attractive to pursue. With the help of market research, the market problems of these segments can be identified and scored. Your product portfolio inventories your products and shows coverage across problems you have addressed today. The ones that aren’t addressed or are just emerging are incorporated into the road map of new products that will be launched in the future.


Phase 1: Markets

Be in fast-growing product markets.


Phase 2: Accounts

Persuade existing customers to buy more.


Phase 3: Buyers

Attract new customers to a product.



Step 2: Product Principles

After the go/no-go decision has been made in the business planning step, the next step is to build the product. This starts with the definition of use scenarios. These tell the story of how a user will leverage our product to solve their market problems. The use scenarios become product designs that feed into the development cycle. The last part of this step is to name and package the product to make it market-ready.


Phase 4: Buyer Behavior

Accomplishing product-market fit.


Phase 5: Customer Experience Design

Make the customer experience a competitive differentiator.




Step 3: Go-To-Market

The fruits of all the product labor are realized at the launch step. Your product is built and packaged, and you are ready to take it to market. This isn’t the end of the product management process; it’s the start of selling, which requires as much product management as all the work in the previous steps. You must develop compelling messaging that will make the market stop and take a look at your new product. Launch plans ensure the entire organization is ready to engage in the successful launch of the product, and the product team should continue to champion the product’s cause throughout the execution of that plan.


Phase 6: Product Roadmap

Paint a picture of happy customers well into the future.


Phase 7: Product Launch and Messaging

Tell stories that compel your customers to act by answering the key question, “Why change?”