The document discusses product strategy and leadership. It provides various definitions and perspectives on strategy, including that strategy provides a decision-making framework to achieve goals within current capabilities. It also discusses the roles of product leaders in providing vision, goals, and guardrails for teams. Effective strategies emerge from experimentation while remaining stubborn on vision but flexible on details.

1. PRODUCT
STRATEGY AND
LEADERSHIP
Melissa Perri
@lissijean

2. LEADERSHIP

3. MANAGEMENT

4. Good leaders rally people to
achieve a goal.
@lissijean

5. BEHOLD MY STRATEGY
@lissijean

6. @lissijean
Ingredients and
recipes shipped
to your door.
@lissijean

7. @lissijean
What is your
product strategy?

8. @lissijean
“I want a document with every
field you intend to put on the
site and the content strategy
so I can build a back end.”

9. @lissijean
Most Product
Strategies
are wish lists
of features.

10. @lissijean
Most
Roadmaps
are gantt
charts.

11. @lissijean
Creating new products
is full of uncertainty.
@lissijean

12. @lissijean
STRATEGY
“Strategy is a deployable decision making framework, enabling
action to achieve desired outcomes, constrained by current
capabilities, coherently aligned to the existing context”
- Stephen Bungay
@lissijean

13. @lissijean

14. @lissijean
What is your
product strategy?

15. @lissijean
Ingredients and
recipes shipped
to your door.
@lissijean

16. 5 years FDS the Tuesday/Thursday standard option
double acquisition Dec 2016
@lissijean

17. @lissijean
Product leaders provide
vision, goals, and guardrails.
@lissijean

18. @lissijean
ALIGNMENT
@lissijean

19. @lissijean
“The price is too high,
we should lower it.”
“The photos are not enticing.”
“We need to rebrand the sign
up funnel to the new design.”
“We should be offering
sign up gifts.”
“They cannot try it for free!”

20. @lissijean
Increase
conversion rate
by X%

21. 5 years FDS a top dinner option for the target market.
double acquisition Dec 2016
increase conversion rate across all
platforms by X% by end of Q2.
conversion rate is Y% on desktop
and X% on mobile.

22. Obstacle:
We don’t understand why
people are leaving.
@lissijean

23. @lissijean
Learned:
The top reasons people are leaving.
0%
10%
20%
30%
40%
Reason
Can't Find Menu What's in the box? The price is too high I want more plan options I am vegan

24. @lissijean
Obstacle:
People cannot find the menu.

25. @lissijean@lissijean

26. @lissijean
FAQS HELPFDS
@lissijean

27. @lissijean
FDS FDS
@lissijean

28. @lissijean
Product strategy
emerges
from experimentation.

29. @lissijean

30. @lissijean
“Be stubborn on vision,
flexible on details.”
-Jeff Bezos
@lissijean

31. @lissijean
Products are built in service
to the company vision.

32. @lissijean

33. @lissijean
VISION
What do we want to be in 5-10 years?
Value for customers, position in market,
what our business looks like
CEO/ Senior Leadership
STRATEGIC INTENT
What business Challenges are standing in
our way of reaching our vision?
CEO/ Senior Leadership
Business Leads
PRODUCT INITIATIVE
What problems can we address to tackle
the challenge from a product perspective?
Product Leadership Team
OPTIONS
What are the different ways I can address
that problem to reach my goal?
Product Dev Teams
STRATEGY DEPLOYMENT

34. @lissijean
A Product Manager’s purpose
at every level is to bring clarity,
focus, and direction to a team.

36. @lissijean
Melissa Perri
melissa@produxlabs.co
m
produxlabs.com
melissaperri.com
@lissijean
Learn great
Product Management
online.
productinstitute.com
Coming
Early 2018!
Melissa Perri
melissa@produxlabs.com
melissaperri.com
produxlabs.com
twitter: @lissijean