This document discusses the key elements of product strategy including the product vision, business strategy, product owner role, product discovery and development processes, and necessary skills. It emphasizes establishing a clear product vision and roadmap aligned to business goals, prioritizing the product backlog, and continuously refining the strategy based on performance and market changes. The product owner is responsible for leading the product strategy and working with stakeholders and teams to implement it through the agile development process. A variety of strategic, tactical, leadership, and user-focused skills are needed to effectively manage the product from vision to delivery.

1. Roman Pichler
romanpichler.com

2. 2 © 2019 Pichler Consulting Limited
Four Elements
Product
Strategy
Product
Owner
Strategy
Process
Strategy
Skills

3. Product Strategy

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THE PRODUCT VISION BOARD
Which market or market
segment does the
product address?
Who are the target users
and customers?
What problem does the
product solve?
Which benefit does it
provide?
What product is it?
What makes it stand
out?
How is the product going
to benefit the company?
What are its business
targets?
What is the product’s purpose? Which positive change should it bring about?
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Vision
Target Group Needs Product Business Goals
Is it feasible to develop
the product?

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Business Strategy
How will the company succeed?
Product Vision
and Strategy
How will the product succeed?
Product Roadmap
How will the strategy be
implemented?
Business Model
How will the product achieve its business
goals? How will it be monetised?
KPIs
How will the product
performance be measured?
Portfolio Strategy
How will the portfolio implement the
business strategy?
Product Backlog
What are the desired UX and
product functionality?
A STRATEGY MAP

6. Product Owner

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Vision
Strategy
Tactics
Scrum
Product Owner
Tactical
Product Role

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Scrum MasterDevelopment Team
Product Owner
Trust and
Respect
Product Leadership
Process & People
Leadership
Design & Tech.
Leadership
• Process and method coaching
• Collaboration catalyst
• Organisational change
• UX design
• Development incl.
architecture and
technology decisions
• Self-organisation
• Vision, product strategy and roadmap
• Product backlog prioritisation
• Stakeholder management
• User research
• Sprint goal selection
• Product backlog refinement
Shared Product
Responsibilities

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SHARED OWNERSHIP
Product Owner
Component Owner
Feature Owner
Feature Owner
Product strategy
leadership

10. Process

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ProductIdea
Product
Discovery
incl. strategizing
Timeboxed Strategizing
Continuous Strategizing
Make time at least once per week to explore new ideas,
assess product performance, analyse market trends, and
carry out competitor research.
Have regular collaborative product strategy reviews
to adapt the overall strategy and product roadmap.
Play a proactive game and avoid nasty surprises.
Product
Development

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Scrum Master
Development Team
Stakeholder
Product Owner
StakeholderStakeholder
Leads
Facilitates

13. Skills

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Transferrable Product Mgmt Skills
Ability to methodically solve common product challenges
Product-specific
Skills
Expertise to make the right
decision for a given product

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Strategic
Skills
Tactical
Skills
Leadership
Skills
User models
and personas
Product strategy incl. market
research / validation and KPIs
Product roadmapping
Product life cycle
management
Business modelling &
financial forecasting
Portfolio management
Decision-making & negotiation
Active listening Conflict resolution
Empathy
Growth mindset

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