Strategize: Product Strategy and Product Roadmap Practices for the Digital Age

Strategize: Product Strategy and Product Roadmap Practices for the Digital Age

by Roman Pichler

Paperback(New Edition)

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Create a winning game plan for your digital products with Strategize: Product Strategy and Product Roadmap Practices for the Digital Age.

Using a wide range of proven techniques and tools, author Roman Pichler explains how to create effective strategies and actionable roadmaps to help you maximize your chances of creating successful products.

Written in an engaging and no-nonsense style, Strategize offers practical advice and valuable examples so that you can apply the practices directly to your products.

Comprehensive and insightful, the book will enable you to make the right strategic decisions in today's dynamic digital age.

Praise for Strategize:

"Strategize offers a comprehensive approach to product strategy using the latest practices geared specifically to digital products. Not just theory, the book is chock-full of real-world examples, making it easier to apply the principles to your company and products. Strategize is essential reading for everyone in charge of products: product executives, product managers, and product owners."

Steve Johnson, Founder at Under10 Consulting, author, speaker, consultant, guitar player.

"Whether you are new to product management or an experienced practitioner, Strategize is a must read. You are guaranteed to get new ideas about how to develop or improve your product strategy and how to execute it successfully. It's an essential addition to every product manager's reading list."

Marc Abraham, Senior Product Manager at

"Roman Pichler's latest book provides essential guidance for all product owners and anyone involved in product strategy or roadmapping. I highly recommend it."

Mike Cohn, Author of Succeeding with Agile, Agile Estimating and Planning, and User Stories Applied

Product Details

ISBN-13: 9780993499203
Publisher: Pichler Consulting
Publication date: 04/26/2016
Edition description: New Edition
Pages: 172
Sales rank: 689,171
Product dimensions: 6.00(w) x 9.00(h) x 0.37(d)

About the Author

Roman Pichler is a product management expert specialized in digital products. He has a long track record of teaching product managers and helping companies improve their product management capabilities. Roman is the author of Agile Product Management with Scrum and he writes a popular blog for product managers. Find out more at

Table of Contents

Acknowledgments 9

Preface 11

The Big Picture: Vision, Strategy, Roadmap, and Backlog 11

A Brief Guide to This Book 13

Part 1 Product Strategy 15

Strategy Foundations 16

Understand What a Product Strategy Is 16

Think Big and Describe Your Vision 18

Find Out How Vision, Strategy, and Tactics Relate 20

Let the Business Strategy Guide the Product Strategy 21

Be Clear on Your Innovation Strategy 22

Take Advantage of the Product Life Cycle Model 28

Capture Your Strategy with the Product Vision Board 37

Complement Your Strategy with a Business Model 39

Choose the Right Key Performance Indicators (KPIs) for Your Product 42

Track the Product Performance with a Product Scorecard 47

Complement KPIs with Operational Metrics 49

Engage the Stakeholders 50

Review and Update the Product Strategy 53

Strategy Development 56

Segment the Market 56

Pick the Right Segment 59

Use Personas to Describe the Customers and Users 62

Find an Itch That's Worth Scratching 65

Clearly State the Value Your Product Creates 66

Make Your Product Stand Out 68

Eliminate Features 72

Offer a Great Customer Experience 74

Build Variants and Unbundle Your Product 77

(Re-) Position Your Product 84

Strategy Validation 86

Iteratively Test and Correct Your Strategy 86

Determine the Necessary Validation Effort 88

Involve the Right People 89

Use Data to Make Decisions 91

Turn Failure into Opportunity 92

Get Out of the Building 94

Identify the Biggest Risk 95

Choose the Right Validation Techniques 98

Directly Observe Customers and Users 99

Carry Out Problem Interviews 100

Create Minimum Viable Products 101

Build Spikes to Assess Technical Feasibility 102

Pivot, Persevere, or Stop 103

Use Agile Techniques to Manage the Validation Work 104

Part 2 Product Road map 109

Roadmap Foundations 110

Why You Need a Product Roadmap 110

Be Clear on the Different Types and Formats of Product Roadmaps 112

Choose the Right Roadmapping Approach 114

Understand Who Benefits from Your Roadmap 116

Involve the Stakeholders 119

Get the Relationship between the Roadmap and the Product Backlog Right 120

Avoid These Common Roadmapping Mistakes 122

Roadmap Development 125

Make Your Product Roadmap SMART 125

Take Advantage of Release Goals 126

Capture Your Roadmap with the GO Template 128

Determine the Right Release Contents 129

Get the Features on Your Roadmap Right 131

Identify the Success Factors 132

Determine the Window of Opportunity 137

Take Dependencies into Account 143

Make Your Roadmap Measurable 146

Roadmap Changes 148

Track the Progress 148

Review and Change the Roadmap 150

Portfolio Roadmaps 151

Why You Should Use a Portfolio Roadmap 155

Plan Your Portfolio with the GO Portfolio Roadmap 156

Address These Portfolio Challenges 157

Epilogue 159

About the Author 161

References 163

Index 167

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