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Product Managers frequently struggle to develop, communicate, and stay on strategy as expressed in a product roadmap. Demands from sales and changing tides in executive opinions can side track the best laid plans. The key to staying on track is to avoid feature wars and start with "why"; why your product, why this release, why this strategy, and why this roadmap. This talk will present that argument, drawing on the best-selling leadership book "Start with Why", and will include practical tools to translate the idea into a product development setting.