Join Jason Tanner, CEO of Applied Frameworks as he reviews a range of frameworks and practices to construct a clear, compelling product strategy connected to the business model for the product. He will differentiate product strategy, vision and tactics with practical examples and share approaches for effective communication within and beyond the team.

1. The Art and
Science of
Explaining Your
Product Strategy
Jason Tanner
CEO of Applied Frameworks
Product Management
Today
Design, Build, Iterate:
Mastering the Ins-and-Outs
of UX Research
Rayvonne Carter
Webinar Coordinator,
Product Management Today
12:30 pm PDT
3:30 pm EDT
8:30 pm GMT
May 26th, 2022
With
&

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Product Management
Today
Design, Build, Iterate:
Mastering the
Ins-and-Outs of UX
Research

4. The Art and Science of Explaining Your Product
Strategy
04
Jason Tanner
CEO of Applied Frameworks

5. The Art and Science of Explaining
Your Product Strategy
May 26, 2022

6. Webinar Flow
● What is product strategy?
● What frameworks generate product strategy?
● How is product strategy integrated with the product’s business
model?
● How is product strategy effectively communicated?
● Summary
● Questions & Answers
6

7. Question: How well can you state
your product strategy today?
5 = Extremely clearly
4 = Very clearly
3 = Clearly
2 = Not clearly enough
1 = Poorly

8. What is product strategy?

9. Product Strategy
● Describes how the product vision will be achieved
● Provides a framework for decision making
● Focuses effort
● Informs the tactics for execution
9

10. Vision & Strategy
Strategy
Intentional
Specific
Adaptive
Vision
Aspirational
Inspirational
Perpetual
10

11. Strategy is needed in context
“A strategy is only needed in a very particular context – when
you are trying to achieve a particular aim with limited
resources against some form of opposition.”
Stephen Bungay
11

12. A good strategy is realistic and coherent
12
Souce: https://www.stephenbungay.com/uploads/Images/Large/B-Bungay17112Pages1.png

13. A good strategy provides focus
“Good strategy works by focusing energy and resources on
one, or a very few, pivotal objectives whose accomplishment
will lead to a cascade of favorable outcomes.”
Richard Rumelt
13

14. Strategy and tactics are mutually dependent
“Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.”
Sun Tzu
14

15. Vision, strategy and tactics have varying time horizons
15
Sprint Sprint Sprint Sprint Sprint
Sprint
Sprint Sprint Sprint Sprint Sprint Sprint
Sprint
Sprint
Vision - Life of Product
Strategy - years Strategy - years
Tactics - weeks
Six, two week Sprints for one release

16. What frameworks generate
product strategy?

17. The Golden Circle
17
● Why is the purpose or vision of the
product important?
● How will you achieve the purpose?
What makes your product special or
sets you apart from competition?
● What solutions will you create and how
will they be created?

18. Hierarchy
18
Source: https://hbr.org/2008/04/can-you-say-what-your-strategy-is

19. Strategic Sweet Spot
19
Source: https://hbr.org/2008/04/can-you-say-what-your-strategy-is

20. Example: Applied Frameworks’ Golden Circle
20
● Why: We believe that every company must become a
sustainable business.
● How: Profit fuels sustainability. We apply systems
thinking to the art and practice of creating profitable
software-enabled solutions.
● What: Consulting and training for Scrum, SAFe, and our
own, unique Profit StreamTM
Framework.

21. Question: What other frameworks
do you know to generate product
strategy?

22. How is product strategy
integrated with the business
model of a product?

23. The Profit StreamTM
Framework
23
Customer Value
How does the customer perceive value?
Value Exchange
How will the customer & provider
exchange value?
Pricing
What is the optimal pricing to support
the business model?
Customer ROI
What are the costs associated with
using the product?
Profit Stream
What are opportunities to enhance or
add profit streams?
Business ROI
What are the costs associated with
delivering the product?
Licensing
What are the customer’s terms and conditions?
Compliance
How does the provider protect their rights?

24. How is product strategy
effectively communicated?

25. Consider the elephant and the rider
25
Sources: https://www.creativehuddle.co.uk/post/the-elephant-and-the-rider
https://heathbrothers.com/books/switch/
Rational
Analytical
Emotional
Reactive

26. Strategy Statement
26
For (target customers)
Who are dissatisfied with (their current situation, product or service)
Our product is a (new product description in 2-4 words)
That provides (key, defensible problem-solving capability).
Unlike (any existing product alternative(s)),
Our product (describe the key product capabilities or feature).
Source: Regis McKenna. See https://appliedframeworks.com/positioning-your-product-in-the-market/

27. Strategic Roadmap
27
Now Next Later

28. How do you segment your market?
28
● Solution: Create a visual representation of the market segment(s)
you’re targeting.
● Pattern: Market Map

29. Strategic Roadmap
29
Now Next Later
Market Map Insurance Banking Shipping

30. What is the right frame of reference for time in your
problem domain?
30
● Solution: Identify the events and rhythms of your market
segment(s).
● Pattern: Market Events/Rhythms

31. Strategic Roadmap
31
Now Next Later
Market Map
Events/Rhythms
Insurance Banking Shipping
Conference New Regulations Holidays

32. How do you ensure that the right problems are solved
for your target market(s)?
32
● Solution: Create a map of the proposed solutions and associated
features and their benefits. Tie these to the market(s) you’re
targeting.
● Pattern: Feature/Benefit Map

33. Strategic Roadmap
33
Now Next Later
Market Map
Events/Rhythms
Features/Benefits
Insurance Banking Shipping
Conference New Regulations Holidays
Feature
Feature Feature Feature
Feature

34. How do you manage the evolution of your technical
architecture?
34
● Solution: Create a map of known technology trends. Include
specific and well-known change you want to make.
● Pattern: Technical Architecture Map

35. Strategic Roadmap
35
Now Next Later
Market Map
Events/Rhythms
Features/Benefits
Technical
Architecture
Insurance Banking Shipping
Conference New Regulations Holidays
Remove Technical
Debt
Enhance
Microservices
Implement
Flutter
Reference: https://www.slideshare.net/innovgames/a-pattern-language-for-strategic-product-roadmapping
Feature
Feature Feature Feature
Feature

36. Agile Principle #10
“Simplicity – the art of maximizing the amount of work not
done – is essential.”
Principles behind the Agile Manifesto
36
Source: http://www.agilemanifesto.org

37. Communicate your strategy through daily actions
37
● Your strategy is a vital filter for non-essential requests. Remove
anything that is not aligned with your strategy.
● Connect your short-term goals to your strategy.
○ Product Goals
○ Release Goals
○ Sprint Goals
● Repeat frequently. You cannot over-communicate the strategy.

38. Summary
● Product strategy describes how the product vision will be achieved
● The Golden Circle, Hierarchy and Strategic Sweet Spot are frameworks
to help generate product strategy.
● Maintain alignment between strategy and business model.
● Product strategy is effectively communicated through text, images and
frequent dialogue.
38

39. What questions can I answer?
Contact me: jtanner@appliedframeworks.com
To learn more about product strategy, see our
Product Management Accelerator
appliedframeworks.com/product-management-accelerator

40. CEO of Applied Frameworks
Jason Tanner
Q&A
Rayvonne Carter
https://www.productmanagementtoday.com/webinar-series/14310/design-comm
a--build-comma--iterate-colon--mastering-the-ins-and-outs-of-ux-research
Webinar Coordinator at
Product Management Today
/in/jasontanner/
appliedframeworks.com
/in/rayvonnecarter/
productmanagementtoday.com